EPOK and LYFT are replaced with VELO

The manufacturer British American Tobacco (BAT) decided some time ago to replace the two All White products EPOK and LYFT with the brand VELO. In the German-speaking part of Switzerland, people might be surprised by the new name, but considering the product’s branding history, it seems to be just the next round of curiosities.

Originally created by the Swedish company Winnington, EPOK and its "small amount of tobacco" were developed into a "completely tobacco-free" variant called LYFT after BAT’s acquisition. The fact that the product’s appearance inside and out looks exactly the same has confused many consumers and possibly stems from legal reasons: In some countries (like Norway), snus without tobacco is not allowed, while in others (like the EU except Sweden), it’s the opposite, as snus is only allowed without tobacco. Combined with trademark conflicts around the two brands, it’s understandable that these issues are likely intended to be resolved with the rebranding to "VELO."

However, the fact that the VELO product will continue to be available both with and without a "small amount of tobacco," depending on the country or legislation, does little to clarify things for consumers. Different packaging or flavorings for various countries won’t change that either.

Not surprisingly, the timeline for the transition is also unclear. The only certainty is that in Swiss retail, the switch from EPOK to VELO will take place in 2021. The timeline for the online transition is still uncertain – but we believe it really doesn’t matter which letters are on the can: The main thing is that you get the product at the best prices with lightning-fast delivery to your home. As always with Snushus.

VELO is now available for purchase from us: Click here!