What is Velo? BAT's UK nicotine pouch and its 4-17mg range
Velo is British American Tobacco's tobacco-free nicotine pouch brand: who sells it in the UK, what its page says is in it, and the 4-17mg ladder by can.
Velo is British American Tobacco’s tobacco-free nicotine pouch brand, which BAT calls its flagship modern oral brand. In the UK it is sold by Nicoventures Retail (UK) Limited in three tiers, Mellow, Original and Intense, stated at 4mg to 17mg, in Slim and Mini cans. It contains nicotine and is addictive.
To answer what is Velo from the records rather than the marketing, this desk read five pages on 15 October 2026: Velo’s UK what-is page, two BAT pages, the Companies House entry for the UK seller and DHSC’s age-of-sale guidance.
What is Velo, and who makes it?
Velo’s UK page defines the product as small, flavoured pouches containing nicotine that you tuck between your lip and gum. It says Velo was “born in Sweden” and “started off as snus” before evolving into the tobacco-free product.
BAT’s Velo page says the brand launched in 2018 and is “now sold in 49 markets”. BAT’s modern oral page records that a product it studied, Lyft, has “since re-branded as Velo”; neither BAT page read gives the year. BAT launched Velo Shift, a differently shaped pouch, in Sweden in 2025.
Who sells Velo in the UK?
The footer of Velo’s UK page names Nicoventures Retail (UK) Limited, company number 10235033. Companies House lists that company as active, a private limited company incorporated on 16 June 2016. No filing naming its parent was read, so the BAT link here rests on BAT calling Velo its own brand.
Velo strengths in the UK, by tier and can
| Tier | Velo’s description | Strengths | Can |
|---|---|---|---|
| Mellow | New users, milder delivery | 4mg | Mini only |
| Mellow | 6mg | Slim and Mini | |
| Original | Regular users | 6, 8, 10, 11mg | Slim |
| Intense | Experienced Velo users | 8, 10, 11mg | Slim |
| Intense | “For experienced users only” | 14, 17mg | Slim |
The tiers overlap: 6mg appears in Mellow and Original, and 8, 10 and 11mg in Original and Intense. The page says experienced nicotine users new to Velo “should still start with Mellow”. How those figures map to the dots on the can is in what the dots on Velo pouches mean, and how 17mg compares with a rival’s top tier is in Velo vs ZYN.
What does “No.1 in the UK” rest on?
The page calls Velo “the No.1 Nicotine pouch in the UK”. Its footnote bases that on NielsenIQ RMS data for the nicotine pouch category over the 18 months ending 30 September 2025, UK total retail. It is the brand’s claim on that dataset, not a figure this desk can check.
Who Velo says should not use it
The page says Velo is for adult nicotine consumers who already use nicotine, and is not suitable for under-18s, people allergic or sensitive to nicotine, pregnant or breast-feeding women, or people with an unstable heart condition, severe hypertension or diabetes. DHSC guidance says that from 29 October 2026 selling nicotine pouches to anyone under 18 is an offence across the UK, online included. Placement and timing are covered in how to use Velo.
Questions readers ask about Velo
What is in VELO? Velo’s UK page says a pouch contains water, plant based materials, flavourings, sweeteners and nicotine. BAT’s global page on its modern oral products names the plant material as eucalyptus and pine tree fibres and calls the nicotine high-purity. The UK page itself does not list those fibres by name.
Who owns VELO? British American Tobacco. Its corporate site calls Velo its flagship brand in the modern oral category, says it originated in Sweden and launched in 2018, and puts it on sale in 49 markets. In the UK, Velo’s own site names Nicoventures Retail (UK) Limited as the company behind it.
Is VELO snus? Not by its own description. Velo’s UK page says the product started off as snus, which it calls a loose chewing tobacco, before evolving into tobacco-free Velo. The UK government’s guidance describes nicotine pouches as tobacco-free pouches containing nicotine powder. Velo contains nicotine, which the page says is addictive.
What strengths does VELO come in the UK? Velo’s UK page lists 4mg to 17mg in three tiers. Mellow is 4mg in Mini cans and 6mg in Slim and Mini. Original runs 6, 8, 10 and 11mg in Slim. Intense runs 8, 10, 11, 14 and 17mg in Slim, with 14 and 17mg marked for experienced users only.
Everything above is the brand’s, BAT’s and the government’s wording as read, not this desk’s assessment. Velo’s page is undated and its range can change. Contains nicotine. Nicotine is an addictive chemical, and these products are for adults only.