VELO's Rebrand: What B2C Retailers Need to Know – and How to Stay Ahead
Published 2025-05-20 20:17 by Stina Rasmussen
When a leading brand like VELO shifts direction, the market pays attention. In 2024, VELO began a major rebrand to unify its product line globally. While it may look like a simple facelift, the change has real impact on shelf management, customer communication, and product navigation.
For B2C snus retailers, keeping up isn’t just helpful – it’s key to maintaining a smooth, customer-friendly store experience. Here’s what you need to know.
1. One Global Look, One Stronger Brand
VELO’s new identity is all about clarity, recognition, and consistency. The goal? To make it easier for customers to recognize their favorite products – wherever they shop.
Key updates include:
New packaging with bolder colors and simplified typography
Standardized flavor names, such as:
Ice Cool → Crispy Peppermint
Tropic Breeze → Tropical Mango
Polar Mint → Bright Spearmint
These updates aim to cut confusion, improve clarity across markets, and give your shelves a cleaner, more modern appearance. See the full list of name changes here.
2. A Clearer Way to Communicate Strength
Velo’s new six-dot scale replaces guess work with transparency.
Six-dot scale: The more filled dots, the higher the strength.
Descriptive categories:
Mellow – for beginners
Original – for regular users
Intense – for those who prefer a stronger experience
This new system helps your customers choose more confidently – and simplifies staff training.
3. How the Transition Is Being Managed
VELO knows rebrands can be bumpy – so they’ve rolled out smart tools to ease the shift for both retailers and consumers.
Peel-off stickers: Early 2024 batches featured temporary labels over the new design, offering a “preview” without overwhelming customers.
Side-by-side display: During the transition, both old and new designs may be on your shelves. Group them together, update shelf labels, and make sure your product descriptions are consistent.
SKUs and barcodes: Most product identifiers remain the same, making backend updates simpler – but double-check, especially when strength levels have changed.
4. Know Your Market: Regional Status
The rebrand is global – but the details differ depending on where you operate.
🇪🇺 Europe
Most markets have completed the transition. New packaging and naming are now standard.
Important note: VELO Plus (synthetic nicotine) is not yet available in Europe – it’s currently exclusive to the U.S.
🇺🇸 United States
The rebrand is still in progress. You may still see older packaging on shelves, but top sellers have largely transitioned.
VELO Plus launched in late 2024 and is now shipping to most regions. Availability may vary by state or distributor.
✅ Retailers in both regions should check in with local VELO reps to confirm timelines and product updates.
5. What You Should Do Now
To stay ahead of the curve and keep your customers informed, we recommend:
Update product databases – Reflect new names, packaging, and strength systems
Train your team – Make sure staff can explain the changes clearly
Communicate early – Use signage, product cards, or digital messaging to inform customers
Track sales data – Watch how customers respond and adapt your positioning if needed
6. Helpful Links and Resources
Want more details or visuals to support your rollout?
Stay Informed, Stay Competitive
Change can feel like extra work – but handled right, it’s also a chance to stand out. With a clearer product line, stronger branding, and tools to guide your customers, VELO’s rebrand is an opportunity to fine-tune your assortment and build trust.
Insider tip from NordicPouch
While Velo Freezing Peppermint and Crispy Peppermint are consistent bestsellers, many retailers find that when they test flavours like Cherry or Berry, those start moving too – often faster than expected. Don’t be afraid to diversify your Velo selection – your customers might surprise you.
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