BAT to Launch Synthetic Nicotine Pouch Velo Plus in the U.S., Expected in 2025

Oct.17.2024
BAT to Launch Synthetic Nicotine Pouch Velo Plus in the U.S., Expected in 2025
BAT's release of Velo Plus, a synthetic nicotine pouch, marks a first in the tobacco industry. CEO David Waterfield discusses its future prospects.

According to a report from Reuters on October 16th, British American Tobacco (BAT) will be launching a nicotine pouch product called Velo Plus in the United States, which uses synthetic nicotine.


The CEO of BAT's US subsidiary Reynolds Tobacco (Reynolds American), David Waterfield, revealed that this new product is expected to be launched in 2025, offering multiple nicotine strengths and containing synthetic nicotine. The launch of Velo Plus marks the first time a major tobacco company has explicitly used synthetic nicotine.


Traditionally, large tobacco companies including BAT produce smoking alternatives such as e-cigarettes, which typically contain nicotine extracted from tobacco plants. Synthetic nicotine, on the other hand, is produced in a laboratory using chemical methods. According to David, from a chemical perspective, natural nicotine and synthetic nicotine are the same. In the future, BAT will explore other opportunities in the synthetic nicotine field.


In recent years, synthetic nicotine has been more widely used in the United States in order to circumvent the lengthy application process of the FDA. Previously, the FDA only had regulatory authority over natural nicotine, so small e-cigarette or nicotine pouch manufacturers did not need to follow the FDA's application process. This law was amended in April 2022.


David also mentioned that Velo Plus is a product acquired by BAT, with its previous owner submitting an FDA application before the deadline in May 2022. This means that the product can continue to be sold during the approval process.


BAT estimates that the revenue of the American e-cigarette market will increase from approximately 9 billion pounds currently to 14 billion pounds by 2030, while the revenue of the nicotine pouch industry will increase from 1.7 billion pounds to 7 billion pounds during the same period.


David stated that the current 9% decline in combustible tobacco revenue in the United States is "abnormal," and he expects that the industry's revenue growth will stabilize at around 1% in the American market over the next ten years.


We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

US: Ohio Appeals Court Backs Local Tobacco Control: Strikes Down State Law Limiting City Regulations
US: Ohio Appeals Court Backs Local Tobacco Control: Strikes Down State Law Limiting City Regulations
An Ohio appeals court has struck down a state law that blocked local governments from enacting tobacco regulations, ruling that cities can govern tobacco under their home-rule authority. The state legislature had previously overridden the governor’s veto of the law. The decision bolsters local efforts to address public health challenges through independent tobacco control measures.
Jul.10 by 2FIRSTS.ai
Exhibition Watch | Brands like RELX、Firstunion and HQD Showcase Aluminum Alloy E-Cigarettes
Exhibition Watch | Brands like RELX、Firstunion and HQD Showcase Aluminum Alloy E-Cigarettes
The Dubai E-Cigarette Expo was held at the World Trade Center from June 18-20. A 2Firsts survey revealed that multiple brands, including Firstunion, RELX, and HQD, showcased e-cigarettes made from aluminum alloy.
Jun.24
2Firsts Interview | Adding Evidence: How Two Recent Blu Studies Strengthen the Case for NGPs As THR Tools
2Firsts Interview | Adding Evidence: How Two Recent Blu Studies Strengthen the Case for NGPs As THR Tools
2Firsts interviewed Elizabeth Clarke, scientific lead at Imperial Brands, on the latest blu behavioral studies. Results showed that smokers with no intention to quit reduced cigarette use by nearly 29% in one week, and about one-third to 40% had significantly reduced or quit at six months. Clarke highlighted the role of flavor diversity and behavioral science, urging science-based harm reduction policies to demonstrate blu’s public health potential.
Jul.17
UK Vape Juice Brand Riot Labs Launches Six New Flavors with Multiple Nicotine Strengths of 5, 10, and 20mg
UK Vape Juice Brand Riot Labs Launches Six New Flavors with Multiple Nicotine Strengths of 5, 10, and 20mg
BAT Japan will release a limited edition glo HYPER pro HANABI EDITION on July 25th to celebrate the conclusion of their "Live Life in Color" brand event in 2025. Designed by Motty, the device features a vibrant summer fireworks theme. From July 25th to 27th, a cozy glo™ HANABI tobacco lounge will be set up at the FUJI ROCK FESTIVAL, showcasing the unique design.
Jul.23 by 2FIRSTS.ai
US Report: Americans Discard 500,000 Disposable E-Cigarettes Daily, Nearly $100 Million Lost Annually
US Report: Americans Discard 500,000 Disposable E-Cigarettes Daily, Nearly $100 Million Lost Annually
A PIRG report shows Americans throw away nearly 500,000 disposable e-cigarettes daily, or 5.7 every second. The devices, made of non-recyclable plastic and containing toxins, harm the environment and cause $95 million in annual waste facility fire damages. Some states have banned sales, but experts urge a nationwide ban.
Jul.17 by 2FIRSTS.ai
2Firsts Exclusive with ARAC: What Juul’s FDA Approval Reveals About U.S. Tobacco Regulation
2Firsts Exclusive with ARAC: What Juul’s FDA Approval Reveals About U.S. Tobacco Regulation
2Firsts spoke with the leadership team at ARAC to analyze the regulatory context and industry implications of the FDA’s approval of five Juul products. ARAC noted that the decision highlights FDA’s increasing emphasis on real-world switching behavior as a key criterion for authorization. While more MGOs may follow, companies must meet rigorous standards in toxicology, manufacturing, and population-level risk assessments.
Jul.21