VELO's Rebrand: What B2C Retailers Need to Know – and How to Stay Ahead
Published 2025-05-20 02:17 by Stina Rasmussen
Shifts in strategy from companies like VELO are sure to make headlines. In 2024, VELO rebranded to integrate its product lines on a global scale. From a distance, it may seem like a facelift, but the changes are significant from a customer engagement, product navigation, and inventory management perspective.
For B2C snus retailers, staying up to date isn’t a nice-to-have; it’s essential to delivering a seamless and efficient customer journey. Here’s what you need to know:
1. One Global Look
VELO’s new identity is all about clarity, recognition, and consistency. The goal? To make it easier for customers to recognize their favorite products.
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
With these changes, the goals are to reduce market-to-market confusion, enhance clarity, bring a modern and clean look to brand shelves, and improve overall market brand perception. 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: You may have stock for both the old and the new versions during this transition period. They should be placed next to each other together, and all associated labeling should be updated and aligned.
SKUs and barcodes: The majority of identifiers for the products remain unchanged, making the backend modifications easier. Still, do a thorough check for, and especially where strength levels have altered, ensure that identifiers are correct.
4. Know Your Market: Regional Status
While the rebrand is consistent globally, the specifics may differ based on your operational region.
🇪🇺 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 available only in the US as of now.
🇺🇸 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 Updated
Change has a reputation of being an additional responsibility, however, it has the potential of being an opportunity to shine as well. Velo is giving you the chance to fine-tune your assortment and develop trust with your customers through letting you adjust your assortment and access better tools to guide your customers.
Insider tip from NordicPouch
Crispy and Freezing Peppermint Velo have and will continue to be consistent bestsellers. We’ve also noticed that many retailers who are willing to test flavours like Cherry or Berry are pleasantly surprised to see them sell, at times even better than expected. Don’t be scared of broadening your Velo assortment. There are surprises waiting for you.