In an era where convenience and health are becoming more important, more and more people are turning to alternative nicotine products One such product that has risen to popularity in recent years is nicotine pouches. Nicotine pouches offer a discreet, hands-free, smoke-free, and less harmful alternative to traditional tobacco products.

One of the leading brands within this product segment is Velo, owned by British American Tobacco. Being one of the earliest brands to enter this new product segment, as well as having major resources, Velo has risen to become one of the most popular brands on the market.

As more and more people become aware of this new and innovate product, a few questions arise. One such question is: Where are Velo nicotine pouches made?

In this article, we will sort out just that.

The Birth of Velo Nicotine Pouches

To understand where Velo is coming from, we first need to understand the full story. Nicotine pouches are a product development of traditional tobacco snus. Snus has a century-long history in Scandinavia and is particularly popular in Sweden – the home country of Snus. Snus is a moist tobacco product that is used in the exact same way as nicotine pouches, but with the difference being that they contact tobacco.

As the market and demands from consumers evolved, manufacturers began looking at ways that they could offer the same snus experience but without the tobacco, thus offering a more fresh, potentially less harmful alternative that doesn’t stain the teeth.

One of the first steps towards this was the brand Epok which launched the world’s first ”all white snus”. The innovative part about this product was that it contained washed tobacco which made the pouches completely white. As a result, they didn’t stain the teeth when used. BAT saw the potential in the oral nicotine market and the brand’s perfect alignment with their vision of a smoke free future. As such, they acquired the manufacturer of Epok, Winnington AB.

BAT continued to produce EPOK for some time before they completely remade the recipe and launched its first tobacco-free nicotine pouch by exchanging the tobacco with plant fibers.

Winnington AB, being a Swedish company, naturally had its manufacturing in Sweden. However, that would come to change with BAT’s acquisition.

Moreover, it’s also important to note that Winnington was a relatively small manufacturer and primarily sold its products in Sweden and Norway. BAT, on the other hand, had bigger plans in mind, and sought to reach worldwide success across a wide range of different markets. With this in mind, it is only natural that BAT early on set to expand its factories and establish more of them that could meed to rising demand for its products.

Velo: European Manufacturing

As you can see, the story of Velo has its roots in Sweden. Winnington AB, the company that manufactured the forerunner of Velo, known as Epok was based in Sweden and also had its factory there. As such, it’s no surprise that BAT’s Velo operations are still deeply rooted in Sweden, albeit it’s a multinational company.

Velo themselves state that they manufacture Velo in Europe and this is because the company now has multiple factories for the manufacturing of its products.

Velo nicotine pouches are manufactured through a network of specialized factories across Europe, tailored to specific market preferences. In general, you will be able to read on the can where your specific can was manufactured. This is not always true, however. But as an example, many cans designated for the international market will have the text ”Manufacturer: Bat Pécsi Dohángyár kft. Francia utca 2, 7630 Pécs, Hungary.”. This clearly indicated that the product was made in Hungary. Regardless, the most important thing you need to know is that all of Velo’s nicotine pouches are made in Europe. This may, however, come to change in the future. BAT has big plans for the Velo brand and as it enters new markets, it may make sense to establish a local factory in that specific country. For example, it wouldn’t be surprising if Velo would come to open a factory in the US, simply due to the enormous market that it actually is.

Recognizing the dynamic landscape of consumer preferences, Velo has multiple factories throughout Europe for several reasons. Firstly, and perhaps most importantly is the fact that different markets have different languages. As such, the labeling will need to be different. By having different factories, they can better streamline the manufacturing.

Velo does no longer have manufacturing in Sweden but rather in the neighboring country Denmark. BAT had a strong presence in Denmark prior due to the sale of other products so it made sense for British American Tobacco to place a factory there.

The Hungarian Factory

Situated in Hungary, the dedicated factory behind Velo nicotine pouches exemplifies the brand’s global reach. Bat Pécsi Dohángyár kft., located in Pécs, Hungary, contributes significantly to extending Velo’s influence beyond Sweden. This factory is Velo’s primary focus for the manufacturing of cans for the international market.

Velo factory Denmark

As stated earlier, Velo has a factory in Denmark which, amongst others, is the factory that is used for manufacturing cans for the Swedish market due to the proximity between Denmark and Sweden.

Swedish headquarters

Whilst Velo no longer has a factory in Sweden, they do have an office there. Looking at a Velo can designated for the Swedish Market has the text”British American Tobacco Sweden AB, Hyllie Stationstorg 31, 215 32 Malmö, Sweden” on it. This is of course because Sweden remains an important market for Velo and therefore, having an office there makes sense for close contact with the country.

International Expansion and Acquisition

From its modest inception rooted in Swedish ingenuity, Velo nicotine pouches have embarked on a remarkable journey of international expansion. What once adorned the shelves of local markets in Sweden has transcended geographical boundaries, capturing the palates and preferences of diverse cultures across the globe.

A defining moment in Velo’s narrative came with British American Tobacco’s strategic acquisition of Epok from Winnington AB. This transformative step reshaped Velo’s trajectory, propelling it from a regional contender to a global powerhouse. As manufacturing landscapes evolved, Velo’s factories underwent seamless transitions to accommodate increased demand and evolving market dynamics, underscoring the brand’s shift from local production to international prominence.

Prior to British American Tobacco’s involvement, Velo (then sold under the brand Epok) was firmly rooted in Sweden, catering primarily to Scandinavian tastes. However, the acquisition marked a turning point, fostering global ambitions that expanded Velo’s horizons beyond its local origins. Today, Velo pouches transcend borders, bringing a taste of Swedish innovation to an international audience while simultaneously reflecting the essence of Scandinavian design and global appeal.

The union of Swedish inventiveness and British American Tobacco’s global reach catalyzed Velo’s international journey. Founded on a shared vision of crafting a smoke-free alternative that transcends cultural boundaries, this partnership represents a harmonious fusion of cultures and business acumen. Velo’s transition from regional innovator to international icon underscores the potency of strategic alliances and the boundless opportunities that innovation can unlock.

As Velo nicotine pouches traverse continents and cultures, their influence reverberates locally and resonates globally. With each pouch that graces the hands of consumers worldwide, a slice of Scandinavian design philosophy and European craftsmanship is shared. Velo’s saga stands as a testament to how a simple yet revolutionary idea, cultivated in Sweden, can burgeon into a global symbol of innovation, unity, and choice.