BAT Updates VELO Range in Japan: Mango Ice Medium Launches at ¥380 as Prices Rise

British American Tobacco (BAT) is making several changes to its VELO oral tobacco range in Japan, introducing a new mango-flavored product while increasing prices on selected existing variants and adjusting their retail distribution.

The new VELO Mango Ice Medium launched on November 2, 2026, with distribution to selected convenience stores beginning November 3. At the same time, several established VELO products became more expensive, while some variants stopped being sold through convenience-store channels.

The changes reflect a broader adjustment to BAT Japan’s product lineup, pricing strategy, and retail distribution.

BAT has continued to expand its smokeless product portfolio, with brands such as VELO and VUSE playing an increasingly important role in its wider business strategy.

VELO Mango Ice Medium Arrives in Japan at ¥380

BAT Japan introduced VELO Mango Ice Medium on November 2, adding another fruit-and-cooling combination to its Japanese oral tobacco portfolio.

The new variant combines mango flavor with a cooling sensation and carries a Medium strength classification. Each can contains 15 pouches and has a tax-inclusive retail price of 380 yen.

The initial launch took place through the official VELO online store, the glo Ginza store, and selected tobacco retailers. From November 3, the product began appearing at selected outlets operated by four convenience-store chains:

• 7-Eleven

• FamilyMart

• NewDays

• Seicomart

BAT Japan has not disclosed how many individual stores will carry the new product.

One specification remains undisclosed: BAT Japan’s announcement does not state the exact nicotine content in milligrams per pouch. The Medium label should therefore not be interpreted as a confirmed nicotine measurement.

Several Existing VELO Products Increase in Price

The Mango Ice Medium launch comes alongside a price adjustment affecting multiple existing VELO products.

From November 1, 2026, several standard 15-pouch variants increased in price from ¥360 to ¥380 per can. This represents an additional ¥20, or approximately a 5.6% increase.

The products identified in the reported price adjustment include:

These figures apply to the listed products and should not be generalized to every VELO package. For example, the VELO Ultra format has a different 20-pouch configuration and a separate listed price of ¥500.

With the adjustment, the affected standard products now share the same ¥380 price point as the newly launched Mango Ice Medium.

VELO has also experimented with distinctive product designs and VELO’s Tomorrowland limited edition releases in overseas markets, including its collaboration with the Tomorrowland music festival.

Selected Products Leave Convenience Stores, Not the Japanese Market

Another part of BAT Japan’s update concerns where consumers can find certain existing VELO variants.

Some selected product SKUs ended their convenience-store sales on November 2. However, this does not mean those products have been discontinued nationwide.

According to the reported company announcement, the affected variants remain available through other channels, including:

• The official VELO online store

• The glo Ginza store

• Selected tobacco retailers

This distinction is important. A product disappearing from convenience-store shelves does not necessarily mean that its production has stopped or that it has been removed from the Japanese market.

BAT Japan has not published detailed sales figures or the number of stores affected by the distribution changes. The available information therefore confirms a channel adjustment but does not establish how much the changes will affect overall product availability.

Japanese VELO Products Are Different from Some Overseas Nicotine Pouches

Although VELO is sold in multiple countries, products carrying the same brand name do not necessarily have identical ingredients or regulatory classifications.

In Japan, BAT categorizes its VELO products as oral tobacco. The company’s product information describes the pouches as containing tobacco leaf alongside water, plant-derived ingredients, sweeteners, and flavorings.

This differs from some nicotine pouch products sold in other markets that do not contain tobacco leaf. As a result, Japanese VELO products should not automatically be treated as compositionally identical to every VELO-branded product available internationally.

The Japanese range includes different strength classifications, such as Medium, Intense, and X-Intense, as well as different product formats. Mango Ice Medium adds another option to a portfolio that already includes fruit, berry, peach, and mint profiles.

BAT has also been expanding VELO’s retail presence in Japan. Peach Ice Medium entered additional FamilyMart locations in September 2026, while selected VELO products began appearing at Ministop stores in October.

What BAT Japan’s Latest VELO Changes Mean

The November update combines three separate business decisions: launching a new flavor, increasing prices on selected products, and reorganizing convenience-store distribution.

The new Mango Ice Medium gives BAT another product option in Japan’s oral tobacco category. Its ¥380 price also matches the revised price of several established 15-pouch variants.

Meanwhile, moving selected products out of convenience stores while retaining them through online and specialist retail channels suggests a more selective approach to distribution. However, without published sales data, it is too early to determine whether this change is intended to reduce the range, improve retail efficiency, or respond to differences in consumer demand.

For Japan’s tobacco and nicotine-product market, the development is worth watching because it combines product portfolio changes with pricing and channel management. Further updates from BAT Japan may clarify how widely the new product is distributed and whether additional changes to the VELO range will follow.