How British American Tobacco Changed The Nicotine Pouch World

Nathan Chilcott

History Lessons

If you’re unfamiliar with the world behind the scenes of the nicotine pouch industry, then you may not associate British American Tobacco (BAT) with any of the nicotine pouch brands.

You’d be wrong!

BAT may have the word tobacco in its name, but it is one of the two biggest players within the nicotine pouch world.

The British American Tobacco Story

The company was born in 1902, over 120 years ago. It was created by both the American Tobacco Company and the British Imperial Tobacco Company. The idea was, as a joint venture, to create a company capable of supplying and securing great deals, thereby ensuring the best possible price for its customers.

"Needless to say, the company was a great success and experienced rapid expansion in its first ten years.”

Of course, at this stage, the focus was on tobacco. By the mid-1930s, the company was selling over 55 billion cigarettes just in China. The business continued to see great success throughout the 20th century.

However, the turn of the century saw the markets changing. Increasingly stringent smoking regulations meant a drop in sales.

Entering The Nicotine Pouch Market

In 2008, a company called Niconovum released the first nicotine pouch. It was the result of eight years of research.

BAT instantly saw the potential in a product that satisfied nicotine users while avoiding the tightening smoking regulations.

In 2009, BAT bought Niconovum and effectively entered the nicotine pouch market. At the time, the pouches were created as a medical nicotine replacement option.

BAT immediately moved to make them available to all. They simply sold them as an alternative to smoking.

The convenience and ease with which nicotine pouches can be used quickly led to high demand. Unsurprisingly, other manufacturers, especially those currently creating snus, took notice.

Within a short space of time, Swedish Match, AG Snus, and Skruf had released their own nicotine pouches.

Those releases may have prevented BAT from monopolising the market. It’s also fair to say they would never have happened if BAT hadn’t taken the first step and proved that nicotine pouches were a viable concept.

BAT Products Available Today

British American Tobacco produces several nicotine pouch brands. Its most popular one is Velo. They come in a variety of flavours, including a range of mints and various berry options. The range is continually expanding.

Alongside this, BAT produces the Lyft. This brand specialises in some unusual flavours, such as Eucalyptus and Honey or Yuzu and Cactus.

BAT is also responsible for Lundgrens which has a more traditional tobacco flavour.

Summing Up

The bottom line is simple. BAT was the first company to mass market nicotine pouches. Their actions led to other companies following and effectively creating the industry.

They are still transforming the industry today as they have introduced synthetic nicotine into their pouches.

Remember that next time you pop a pouch in your mouth.