VELO began its journey long before the name stuck. In 2014, Epok launched as the world's first completely white nicotine pouch—a revolutionary concept that separated the nicotine experience from tobacco's color and stains. Through a water-based cleaning process, pouches were created that remained white both before and after use, something that at the time felt almost impossible.
When British American Tobacco acquired Epok in 2017, the brand transformed into Lyft, and in 2019 VELO was finally born—the name that today has become synonymous with tobacco-free innovation across the world. This wasn't merely a name change. It was a commitment to unite vision and quality under a common sign, accessible across borders and cultures.
A Philosophy of Clarity and Adaptation
VELO's strength lies in its ability to make the complicated simple. Where other brands overwhelm with endless options, VELO structures its range with precision: clear strength categories, well-defined flavor profiles, consistent formats. You never need to guess what you're getting. Every can communicates openly about its contents—from nicotine strength to flavor character.
During 2024, VELO underwent a comprehensive naming revision. Products like "Ice Cool Mint" became "Crispy Peppermint," "Freeze Max" transformed into "Mighty Peppermint Max." This wasn't cosmetic change for change's sake—it was a deliberate ambition to make every product name a description you understand before opening the can. When you read "Zesty Elderflower," you know exactly what awaits: elderflower with lime, vibrant and clean.
This transparency extends beyond naming. VELO's color-coded cans, clearly stated nicotine levels (from 0 mg nicotine-free alternatives to 17 mg extra strong), and consistent format indication—everything exists so you can make informed choices without needing to decipher marketing fluff.
A Range That Reflects Life and Occasions
With over 35 flavors, VELO covers the spectrum from classic peppermint to surprising combinations like Mango Flame (with a warming sensation) and Frozen Cloudberry (cloudberry and rosehip with mint tones). These aren't flavor experiments meant to shock—each variant has a place in someone's everyday life.
"Crispy Peppermint Mini" for discreet use in professional settings. "Twisted Pineapple" with pineapple and coconut for summer evenings. "Cinnamon Flame" with cinnamon and black pepper when you seek something warming. The range is designed to follow you through the day, from morning's "Spiffy Spearmint" to evening's "Nutty Virginia" with tobacco character.
Formats come in Mini (4.0-6.0 mg) and Slim (6.0-17.0 mg), giving you control over both discretion level and experience intensity. Each format maintains the same quality standard—it's the choice of experience, not a compromise of standard.
Innovation That Actually Serves a Purpose
In 2023, VELO introduced its refill system: reusable cans filled with refill pouches. This wasn't greenwashing symbolism—it was functional sustainability. Less plastic packaging, same product quality, lower environmental impact. For those who use the product daily, it simply means less waste without sacrificing the experience you seek.
Simultaneously, nicotine-free alternatives like "Cool Storm Zero" and "Ice Cool Zero" were launched—products for those who appreciate the ritual and flavor but don't always seek nicotine. This is VELO at its clearest: offering choice without forcing compromise.
Why VELO Resonates
VELO has never tried to be the coolest, most exclusive, or most "disruptive" player in the market. Instead, the brand has systematically built credibility through consistent quality, transparent communication, and respect for your intelligence as a consumer.
You're not treated as someone who needs to be persuaded or manipulated. You get information. You get choices. You get products that work exactly as promised. It's not flashy, but it's reliable—and in a category full of exaggerated claims and confusing labeling, reliability is a rare and valuable quality.
For those who appreciate when things work as they should, when names mean what they say, and when quality doesn't need to shout to be heard—VELO is designed with you in mind.