BAT Japan is set to expand its Velo nicotine pouch lineup with two new flavors: Velo Smooth Peppermint Medium and Velo Breezy Mango Intense. Smooth Peppermint Medium, aimed at beginners, offers a sweet peppermint aroma with a light cooling effect at 4 mg nicotine strength, while Breezy Mango Intense features tropical notes of mango, passion fruit, and orange at 6 mg strength for a stronger experience. Both products come in 15-pouch cans priced at 360 yen ($2.30) and will be available from February 2, through the official glo and Velo online store, glo Store Ginza, and nationwide tobacco retailers, with trial initiatives offered at select outlets and online.
Tag: Velo
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Haypp Says Mint and Berry Flavors Dominated UK Alternatives
UK online retailer Haypp released its “2025 Wrapped” sales data, revealing that mint flavors dominated nicotine pouch purchases while berry flavors led among vape users. Peppermint accounted for 24% of nicotine pouch sales, followed by spearmint at 14%, while cold mint (13%) and blueberry (12%) were the most popular vape flavors. The data highlights the role of flavor variety in encouraging smokers to switch to alternative nicotine products, according to the company.
Brand preferences in 2025 favored established names, with Velo (35%) and Nordic Spirit (14%) leading the nicotine pouch category, and Elf Bar (28%) and Vuse (25%) topping vape sales. Haypp said the findings underscore the importance of flavor diversity for adult consumers transitioning away from cigarettes, as policymakers consider future tobacco and vape regulations in the UK.
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U.S. Momentum Keeps BAT FY25 On Track
BAT released its 2025 full-year pre-close trading update today (December 9), saying it expects around 2% revenue and adjusted operating profit growth in FY25, with New Category revenues accelerating to double-digit growth in H2 to deliver mid-single-digit growth for the full year. Performance is being led by the U.S., where stronger combustibles results and Velo Plus momentum are driving revenue and profit, with Velo Plus on track to be profitable for the full year. Early federal and state enforcement efforts against illicit vapor products are also supporting recent improvements in Vuse volumes and revenues.
Growth in New Categories is being driven primarily by Velo, now the “fastest-growing Modern Oral brand globally,” with strong share gains across priority markets and accelerating U.S. performance. While glo revenue remains broadly flat due to competitive pressure and platform transitions, the company is launching glo Hilo in premium heated tobacco markets. Vuse is showing improving H2 trends, supported by enforcement against illicit products, and early traction for the premium Vuse Ultra platform in Canada, Germany, and France, despite ongoing headwinds in the U.S. and Canada.
Looking ahead, the company remains confident in its mid-term growth targets from 2026, guiding for 3–5% revenue growth, 4–6% profit growth, and 5–8% EPS growth, with 2026 likely at the lower end of the range. Strong cash generation continues, with operating cash flow conversion expected to exceed 95% and leverage targeted to fall to 2.0–2.5x by end-2026. Capital returns remain a priority, with progressive dividends and an expanded £1.3bn share buyback program for FY26.
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VELO, McLaren Unveil Fan-Created Livery for Abu Dhabi GP
VELO and the McLaren Formula 1 Team have unveiled a special, fan-created livery for the 2025 Abu Dhabi Grand Prix. Designed by nine McLaren superfans from around the world, the livery features bespoke icons inspired by personal memories, team milestones, and McLaren’s broader community spirit.
VELO, McLaren Unveil Fan-Created Livery for Abu Dhabi GP
VELO and the McLaren Formula 1 Team have unveiled a special, fan-created livery for the 2025 Abu Dhabi Grand Prix. Designed by nine McLaren superfans from around the world, the livery features bespoke icons inspired by personal memories, team milestones, and McLaren’s broader community spirit.
The project is part of the “Live Your Fandom” campaign, which has delivered unique fan experiences throughout the season. In August, the selected superfans visited the McLaren Technology Centre for a behind-the-scenes tour, a design workshop, and sessions with McLaren Racing CEO Zak Brown and driver Lando Norris—where they unknowingly helped shape the final livery.
“VELO is proud to celebrate these experiences that allow fans to embrace their own unique fandom as part of a community,” said Luca Angiolillo, Global Head of Partnerships at BAT, “and we can’t wait to see this special fan-driven takeover take center stage at the season finale.” In August, the selected superfans visited the McLaren Technology Centre for a behind-the-scenes tour, a design workshop, and sessions with McLaren Racing CEO Zak Brown and driver Lando Norris—where they unknowingly helped shape the final livery.
“VELO is proud to celebrate these experiences that allow fans to embrace their own unique fandom as part of a community,” said Luca Angiolillo, Global Head of Partnerships at BAT, “and we can’t wait to see this special fan-driven takeover take center stage at the season finale.”
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VELO Teams with McLaren in Fan-Centric Marketing Campaign
VELO has teamed with the McLaren Formula 1 Team to launch “Live Your Fandom,” a campaign designed to deepen fan engagement by offering exclusive, behind-the-scenes access. Nine fans from around the world were selected through McLaren Plus app competitions to spend a day inside the McLaren Technology Centre in the UK. The immersive experience included a surprise meeting with McLaren Racing CEO Zak Brown, a design workshop, and a Q&A with driver Lando Norris.
“VELO, who champions those that embrace authenticity and self-expression, and the McLaren Formula 1 Team, are putting fandom front and center,” VELO said in a press release. “The two brands have come together to deliver unparalleled experiences and reward a community of global fans throughout the F1 season.”
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BAT Launches New Campaign as it Updates Neo Series
British American Tobacco (BAT) Japan announced the fourth cycle of the “Live Life in Color” campaign with the launch of its Limited Edition glo Hyper Pro Aurora heated tobacco device. BAT is looking to revive the glo franchise in Japan, the world’s largest and most competitive heated tobacco market, as its category share dipped from 20.1% in 2022 to 17.8% in 2024.
The device will only be available at the official VELO online store beginning May 26, with a price of ¥4,980 (US$33.6). “Live Life in Color” is glo’s brand campaign with the theme “Turn vibrant days into joy.” BAT further enhanced the richness and fullness of the fruity flavors, improving the aroma and taste, while also enhancing the cooling sensation for an even more refreshing experience.
In addition, BAT also revamped the entire neo series by upgrading the packaging colors and changing the flavor names. The packaging colors now match the flavors, making it easier for consumers to recognize the flavor. In particular, the color of the menthol packs changed from dark to light as the flavor changed from strong to weak menthol.
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BAT to Launch Synthetic Nicotine Pouch in the U.S.
Photo: Andrii BAT will launch a new version of its Velo pouches using synthetic nicotine in the United States next year, reports Reuters.
Made in a laboratory rather than derived from tobacco leaves, synthetic nicotine has gained popularity among manufacturers recently as a means to avoid the Food and Drug Administration’s lengthy and cumbersome tobacco product authorization process.
While the FDA initially had authority only over naturally occurring nicotine, President Joe Biden in March 2022 signed into law a bill that extended the agency remit to synthetic nicotine. BAT’s launch would mark the first time a major tobacco company introduces a synthetic nicotine product in the U.S., according to Reuters. To date, synthetic nicotine has been used primarily by smaller manufacturers of vapes or pouches.
David Waterfield, president of BAT’s Reynolds American subsidiary, said that the product’s previous owner submitted a premarket tobacco product application before the May 2022 deadline, meaning it can stay on the market while its application is pending, Waterfield said.
The FDA, however, told Reuters that a pending application is insufficient for a synthetic nicotine product to be sold in the U.S. Products on the market without FDA authorization, the agency added, may be subject to enforcement.
BAT expects U.S. nicotine pouch industry revenues to grow from £1.7 billion ($2.21 billion) today to up to £7 billion by 2030.
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Kenya Wants to Ban BAT Nicotine Pouches
Image: Tobacco Reporter archive Kenyan legislators are urging the government to ban the sale of BAT’s nicotine pouches Velo and Lyft, reports 2Firsts.
Health Minister Susan Nakhumicha was questioned about the products during a parliamentary address.
The Kenyan Tobacco Control Act (KTCA) states that all packaging of nicotine pouches and tobacco products must contain warnings in English and Kiswahili. Sabina Chege, Member of Parliament, showed two boxes of Velo nicotine pouches, which only displayed a reminder that Velo contains nicotine, which can be addictive. The argument by experts is that nicotine also poses serious health risks.
Allowing import and sale of the pouches could jeopardize the well-being of Kenyan youth, according to Chege. In response, Nakhumicha suggested the formation of a technical team to investigate the KTCA and make recommendations.
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Study Shows Velo Offers Reduced Risk
Photo: BAT Users of BAT’s Velo modern nicotine pouch showed significant reduced risk of smoking-related diseases compared to smokers, according to a new cross-sectional clinical study published in Biomarkers.
The study included participants who had been using Velo exclusively for over six months as well as current smokers, former smokers and never-smokers. For the Velo consumers and current cigarette smokers, usage patterns and overall consumption were not controlled under the study protocol as the aim was to assess the impact among people using the products in their “normal” way rather than in a controlled way. Four different groups were enrolled and studied.
The results showed that the levels for the biomarkers of exposure, based on priority toxicants as defined by the World Health Organization, were substantially lower in Velo consumers compared with smokers. The data also showed favorable differences between the Velo consumers and smokers in the majority of the biomarkers of potential harm, with four achieving statistical significance and the others having similar levels across the Velo consumers, former and never smoker groups.
A single set of samples of blood, urine and other clinical measurements was tested for certain toxicants and a range of biomarkers thought to be linked to the development of diseases such as cancer and cardiovascular disease.
“These results add further evidence that supports the important contribution Velo can make to tobacco harm reduction.”
“These results are very important for Velo and the modern oral nicotine product category,” said David O’Reilly, director of scientific research at BAT, in a statement.
“They build on the extensive scientific evidence, including epidemiological data, that already exists for oral tobacco and add to the weight of evidence that supports our belief that Velo is a reduced-risk product for smokers who completely switch from cigarettes as compared to continued smoking. We have already generated data that shows Velo has a toxicant profile better than snus and comparable to nicotine-replacement therapy. These results add further evidence that supports the important contribution Velo can make to tobacco harm reduction.”
Based on the biomarkers measured, compared to smokers, Velo consumers who had been using the product exclusively showed significantly lower levels in biomarkers of exposure to priority tobacco toxicants; significant favorable differences in a biomarker of potential harm relevant to lung cancer risk; significant favorable differences in a number of biomarkers of potential harm relevant to cardiovascular disease; and significant favorable differences in a biomarker of potential harm relevant to general inflammation.
For the biomarkers that showed no significant difference between the Velo consumers and smokers, similar levels were observed between the Velo and former and never-smoker groups.
Participants were based in Denmark and Sweden, aged 19–55 years old and in good general health.
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BAT Conducts New Study of Velo
Photo: BAT BAT has conducted a cross-sectional clinical study of Velo, which is designed to provide new insights into the real-world health impact of its modern oral nicotine pouch product compared to smoking. Protocol details explaining the design have been published in the journal JMIR Research Protocols.
The study evaluates exposure to certain toxicants and early indicators associated with smoking-related disease in people who have been exclusively using Velo for over six months and compares them with groups of smokers, former smokers and never-smokers.
The results are currently being analyzed and will be published by the end of the year.
“Modern oral nicotine pouches are an exciting product category, which build upon the extensive scientific evidence available for snus but are designed to offer adult consumers an improved tobacco-free, reduced-risk alternative,” said Sharon Goodall, BAT’s group head of regulatory sciences, in a statement.
“We have already generated data that shows Velo has a toxicant profile better than snus and is comparable to nicotine-replacement therapy. However, we wanted to generate further evidence to demonstrate the important contribution it can make to tobacco harm reduction. I believe the results of this study will provide important new information, and we look forward to sharing them once available.”