Can you tell us a little of the history of your brand?
VELO is a nicotine pouch product developed for those adult nicotine consumers seeking out quality alternatives that blend quality, sustainability and convenience. Known for doing things a little differently, this Scandinavian invention provides a nifty way of consuming nicotine without any tobacco or smoke*. And they can be used anytime, anywhere.
VELO’s ever expanding range includes popular Mint and fruit flavours, including the new Icy Fruits range. There’s low (mellow range) for those who are new to the category and high nicotine strengths too, for experienced users.
* This product is not risk-free, contains nicotine and is an addictive substance. For adult nicotine consumers only.
How is VELO Icy Fruits performing?
VELO Icy fruits is the largest and fastest growing flavour range in the modern oral segment. Since its launch, the Icy Fruits range has grown to 897k units – that’s 13% of the total VELO portfolio.
What makes VELO Icy Fruits unique?
Icy Fruits represent another smart step forward in the modern oral category. The range is a natural evolution in the context of the ongoing popularity of mint and fruit flavours among adult nicotine consumers, offering new innovative fruit flavours with a cooling sensation.
Slim and mini options offering lower and higher nicotine strengths mean the new flavours in the Icy Fruits range cater for those who are familiar to VELO and those who are new to it.
How much is the pouches category worth?
The nicotine pouch category has grown significantly in recent years, and it continues to give retailers a prime opportunity to drive sales.
The modern oral category has seen growth of 61% at this stage compared to the same period in the previous year. That’s largely been driven by VELO, which has seen sales growth of 66% over the same period. Source: Nielsen – Total Coverage – Total Nicotine – data to WE 08.02.2025
What are the key trends driving growth?
Adult nicotine consumers continue to be drawn to mint and fruit flavours in the nicotine pouches range. Of those, mint flavours remain the greatest driver of category growth, representing 73% of the total unit share. Significantly, it’s fruit flavours that have seen a larger growth in portfolio size, relative to mint, with an increase from 20% of total modern oral category in 2024, to 25% in 2025. That’s because of a growing trend for adult nicotine consumers moving out of disposable vapour products and into modern oral alternatives.
Source: Nielsen – Total Coverage – Total Nicotine – data to WE 08.02.2025
How does it feel for VELO Icy Fruits to win Product of the Year award?
We are delighted and proud that the success of VELO Icy Fruits has been recognised in this way – but we certainly won’t be standing still as a result. This award will be a springboard for further innovation and excellence as we develop the VELO range to give adult nicotine consumers the products they want.
Why do you think the brand won the award?
We are driven by excellence, both in the development of our products and the quality of the consumer experience.
We’re also committed to helping retailers understand an increasingly busy marketplace. That includes staying close to reputable suppliers and reps can guide and educate them on the right choices and offer competitive prices to help them grow sales.
Do you have any NPD coming up?
VELO is proud of its ongoing pursuit of innovation excellence. That includes improvements to products, packaging and technology, and in terms of the way we build stronger relationships with retailers and suppliers to share knowledge, collaborate and drive sector progress.
How do you support your brand?
A blend of continued innovation, including in the quality and sustainability of VELO, and comprehensive sales support will help us make sure VELO remains the UK’s number one nicotine pouch with consumers.** We work hard on materials and information to help educate and guide retailers, and how to keep a tidy, impactful and safe display of nicotine pouch products such as VELO.
How can retailers maximise sales of pouches?
The right display of nicotine pouch products can really make the difference when it comes to helping your adult nicotine consumers find and purchase the products they want. And it’ll mean store staff can be of maximum help too!
Keep the brands visible and your ranges together. We recommend grouping by flavour, with Mint options together and fruit together. A clear order of strength is important too – from low nicotine strength up to high, from left to right.
The low strength options, found in the mellow range, are a key for new entrants to the category looking for an alternative to smoking and vaping. Retailers should not hesitate to make use of our range of educational material and the available point-of-sales solutions.
How do you work with retailers to grow sales?
We are committed to supporting retailers with the challenge of understanding what the right nicotine pouch products are for them, in terms of brands, flavours and strengths – and how to make the most of their category display.
We offer best-in-class merchandising solutions that support product storage but also help retailers highlight and organise products in the category to help adult nicotine consumers navigate easily around nicotine pouches products.
Digital screens for key information on products, promotions and new launches are also part of our ongoing activity with retailers. Interested retailers should speak with their local BAT Sales Representative on the merchandising options available to them.
**Based on NielsenIQ RMS data for the Nicotine Pouches category for the 18-month period ending 30/10/2024 for the UK total retail market (Copyright © 2024, NielsenIQ). For more info visit velo.com.
For trade use only. Not to be left in sight of consumers.
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