2Firsts, November 19, 2025 — 2Firsts observed at Stockholm Arlanda Airport that British American Tobacco’s (BAT) nicotine pouch brand VELO has significantly upgraded its merchandising presence within the airport duty-free zone. The brand deployed large-scale aviation-themed displays, a full flavour matrix, a structured nicotine-strength guide, and an instructional section for new users — reflecting VELO’s highly systematised approach in the Nordic travel-retail channel.
VELO secures prominent space in the duty-free zone, with “travel & in-flight use” as its core message
In the central area of the duty-free store, VELO occupies a dedicated zone built around a massive curved LED screen. The screen repeatedly displays claims such as “ALLOWED FOR TRAVEL AND IN-FLIGHT USE,” positioning VELO as a nicotine product optimised for the travel environment.
This angle — emphasising carry-on suitability and in-flight usability — is rarely highlighted in airport retail, signalling a clear attempt to anchor VELO in the mindset of “on-the-go” and travelling consumers.
Full Flavour Matrix on Display, with Four Distinct Flavour Lines Highlighted
At the site, VELO has constructed a full flavour wall organised by flavour families, presenting its complete portfolio in a structured matrix:
- Mint: Bright Spearmint, Green Spearmint, Freezing Peppermint, and others
- Fruity: Purple Grape, Wintery Watermelon, Tropical Mango
- Fusion: Arctic Grapefruit, Lime Flame, Orange Spark
- Sensation: A higher-impact line featuring stronger flavour delivery and higher nicotine levels
The colour-coded groupings and neatly stacked SKUs create a highly visible flavour block, offering travellers a clear and intuitive overview of the full VELO range.
Nicotine Strength Segmentation Clearly Displayed Across Three Levels
At the centre of the main display wall, VELO organises its products into a three-tier nicotine strength system — Low / Medium / High — supported by a visual scale ranging from one to five dots. This allows travellers to quickly identify the intensity level that suits their needs.
The on-site segmentation includes:
- Low: 1–2 dots
- Medium: 3 dots
- High: 5 dots
This clear visual hierarchy provides an intuitive guide for first-time users navigating the product range in the airport environment.
Instructional “How to Use VELO” Section Clearly Targets First-Time Users
A dedicated educational display is set up on-site, highlighting key usage messages such as:
- “Designed for both on-the-go and indoor use”
- “No smoke, no smell”
- “Long-lasting flavour”
Below these messages, VELO provides a three-step “HOW TO USE VELO?” instructional guide:
- POP — open the can
- TUCK — place a pouch under the upper lip
- SWITCH — use for up to 30 minutes as a smoking alternative
Such a complete instructional module is uncommon among nicotine pouch brands, indicating that VELO is using the airport environment to strengthen conversion among first-time and travel-scenario users.
Multipacks Dominate the Airport Channel, with a Unified Pricing Strategy
Within the duty-free store, VELO prominently features 10-can multipack formats, presented in long rectangular bundles. Several SKUs are marked “Only sold as multipack,” indicating that VELO is intentionally using larger pack sizes to drive higher basket value in the airport channel.
Displayed price tags show a consistent range for most SKUs:
360–399 SEK (with slight variation depending on specification and tax zone).
Unlike ZYN, which primarily offers 5-can bundles, VELO leverages larger multipacks to increase the average transaction value, demonstrating the brand’s deeper operational strategy in high-traffic travel-retail environments.
Localised Regulatory Labelling Fully Aligned with Swedish Requirements
The back of the displayed multipacks features complete regulatory information in Swedish, including ingredient listings, “keep out of reach of children” warnings, hazard symbols, UFI tracking codes, and nicotine content declarations (e.g., 8 mg per pouch, 160 mg per can). The high level of transparency reflects full compliance with Swedish regulatory standards for nicotine pouch products.
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