The survival of VELO

Sammanfattning

Purpose: To examine how a new product category, namely white snus, emerges and is positioned within the tobacco-free nicotine market. The research uses VELO’s evolution from EPOK, to LYFT to VELO as the case study. Methodology: Literature review, qualitative and inductive approach, primary and secondary sources Findings: White snus shifts “traditional tobacco” to “clean/white” through a sequenced repositioning: EPOK pioneers, LYFT socializes and feminizes it via lifestyle, and VELO emphasises as an everyday “companion” under stricter regulations. Their brand identity changes from technological to lifestyle performance and finally to regulated maturity; moving from differences of whiteness and cleanliness to design, flavor, and sustainability, while regulation redefines its tone and targeting. Keywords: white snus, nicotine pouches, EPOK, LYFT, VELO, brand positioning, Brand Identity Prism, rebranding, regulated markets Paper type: Research paper