VELO: The Evolution from EPOK to a Tobacco-Free Future

Nicotine pouches have swiftly climbed the ranks to become one of the leading smokeless nicotine products worldwide, with VELO by British American Tobacco (BAT) at the helm of this burgeoning market. The journey from EPOK to VELO marks a significant evolution in the nicotine pouch industry, showcasing a shift towards innovative, tobacco-free options for nicotine delivery. This article retraces the steps of this transformation, highlighting the milestones and the pivotal changes that have defined VELO's rise.

History

The Dawn of EPOK

EPOK wasn't just a product; it was a revolution that bridged traditional snus and the future of nicotine pouches. As one of the pioneering all-white products, EPOK set a new standard by offering a cleaner, longer-lasting nicotine experience. Its creation by Winnington marked the beginning of a new era, which caught the eye of industry giant BAT, leading to a pivotal acquisition in 2017.

EPOK's Legacy

EPOK's popularity wasn't just by chance; it was the result of groundbreaking innovation that modernized the snus experience. Its advantages included:
- Extended-release and minimal drip
- Reduced risk of stained teeth and bad breath
- Fresh, unique flavor profiles

Transition to Tobacco-Free: The Birth of VELO

The shift towards tobacco-free nicotine delivery was inevitable, driven by changing regulations and consumer preferences. EPOK's disappearance paved the way for LYFT and VELO, BAT's tobacco-free responses to a growing demand for cleaner nicotine alternatives. The launch of VELO in the US and LYFT in Europe was a strategic move to cater to diverse markets with a unified product line.

Unifying Under VELO

BAT's decision to streamline its brand strategy by consolidating under the VELO name outside Sweden by 2020 was a game-changer. This rebranding allowed BAT to present a cohesive, globally recognized nicotine pouch brand, broadening its appeal and accessibility.

From history to today

Today's VELO vs LYFT

Despite sharing origins, VELO and LYFT have carved out their distinct places in the nicotine pouch landscape. VELO dominates the UK scene with a broader flavor range and varying nicotine strengths, while LYFT has positioned itself as offering a more premium tasting experience.

How VELO Redefined the Nicotine Pouch

Comparing VELO to its predecessor, EPOK, highlights a significant evolution:
- VELO is 100% tobacco-free, aligning with modern preferences for cleaner nicotine sources.
- The brand offers a wider array of flavors, strengths, and formats, catering to a broader audience.
- VELO's legal availability in numerous countries underscores its global appeal.

VELO: A Tobacco-Free Pioneer

VELO's journey from EPOK signifies more than just a brand transition; it represents the nicotine pouch market's shift towards innovative, user-friendly, and socially acceptable products. As VELO continues to lead the way, it not only honors its EPOK roots but also charts a course for a tobacco-free future in nicotine consumption.