Oral Tobacco Brand VELO Launches New Peach×Menthol Flavor 'VELO Peach Ice Medium' on July 6 (Mon)

British American Tobacco Japan Limited (Headquarters: Minato-ku, Tokyo; Representative: Mauricio Lara; hereinafter "BAT Japan") will begin rolling out a new flavor, "VELO Peach Ice Medium," from the anytime, anywhere oral tobacco brand VELO, starting July 6, 2026 (Mon). The product will be available sequentially at the gloTM & VELO Official Online Shop※1, gloTM Store Ginza, and tobacco retailers nationwide※2.

VELO has gained strong customer support in recent years through its diverse range of flavors and stimulation levels. "VELO Peach Ice Medium" is a newly developed flavor inspired by peach—a fruit deeply familiar to Japanese consumers and a beloved summer favorite. Combining rich peach flavor with a refreshing menthol cool, this new offering is ideal even for those trying oral tobacco for the first time.

"VELO Peach Ice Medium"

A new flavor that harmonizes a luscious, melt-in-your-mouth ripe peach taste※3 with a cool, refreshing mouthfeel. With a moderate level of stimulation from the tobacco, this product is recommended for first-time users of VELO.

About VELO

VELO contains carefully selected ingredients—including tobacco, water, plant-based components, sweeteners, and flavorings—packed into pure white pouches. Since the tobacco is neither burned nor heated, the product produces no smoke or odor, allowing users to enjoy it anytime, anywhere. Additionally, compared to traditional combustible cigarettes, VELO reduces the emission of harmful chemicals by 99%※4, making it a potentially reduced-risk option※5. Since its initial launch in Fukuoka Prefecture in February 2020, VELO has gradually expanded its sales channels across Japan. Going forward, BAT Japan will continue to introduce a wider variety of stimulation levels and flavors, making them accessible in more convenient locations and contexts that align with evolving consumer preferences.

This Summer, Try Chilled VELO for an Extra-Refreshing Experience

To coincide with the new product launch, BAT Japan introduces "Chilled VELO"—a way to enjoy VELO by storing it in the refrigerator. Centered on "VELO Peach Ice Medium," known for its juicy peach flavor and cool menthol sensation, in-store visuals themed around "Chilled VELO" will be displayed, promoting a uniquely summery way to enjoy VELO. Additionally, the official VELO website will feature a how-to video using original audio content, clearly demonstrating product usage and key features—ideal for first-time users.

URL: https://campaign.velo.com/jp/ja/oral-tobacco/product#pdt-video

Product Overview

※1 Official online store: Oral tobacco VELO official website: https://www.velo.com/jp/ja/

※2 Not all stores carry this product.

※3 Represents flavor impression only; does not guarantee sweetness of the product.

※4 This product is not risk-free and contains addictive nicotine. This comparison is based on average reductions in nine harmful constituents selected independently for reduction priority, measured against smoke from a reference combustible cigarette (approx. 9mg tar) and substances released during use of VELO.

※5 Based on scientific evidence weighted toward complete switching from combustible cigarettes. This does not mean these products are risk-free. These products contain addictive nicotine.

※6 This product does not contain actual fruit flesh or juice.

※7 This product does not contain milk, tea leaves, or extracts thereof.

VELO Products Available at gloTM Store Ginza

All VELO products, including the new flavor, are available for trial and purchase at gloTM Store Ginza.

Additionally, the official website is currently running the "VELO Sample Program," a campaign offering one free sample per person upon registration and application.

VELO Product Lineup

VELO Trial Experiences at Major Summer Events

BAT Japan will sponsor various events during summer 2026, offering VELO trial experiences. Through these large-scale summer events, a wide range of VELO flavors will be available, giving more consumers the opportunity to experience the appeal of VELO firsthand. Event details will be posted on the VELO official website. ※Note: The new "VELO Peach Ice Medium" flavor will not be available for trial at the events listed below.

About Oral Tobacco "VELO"

For the latest product and campaign information, please visit the official website: • VELO Official Website: https://www.velo.com/jp/ja/

About BAT Japan

Company: British American Tobacco Japan Limited Address: Midtown Tower 20F, 9-7-1 Akasaka, Minato-ku, Tokyo 107-6220 Representative: President Mauricio Lara (Mauricio Lara) Official Website: https://www.batj.com/

BAT (British American Tobacco) is a global company leading a multi-category consumer goods business, headquartered in London, UK, with over 47,000 employees worldwide.

To accelerate the transition to a smoke-free world, BAT is driving a portfolio transformation focused on long-term sustainability. The company aims to grow the number of users of its smoke-free products to 50 million by 2030 and generate over 50% of group revenue from smoke-free products by 2035. As of the end of 2025, over 34.1 million adult users worldwide use BAT's smoke-free brands, with many having completely switched from combustible cigarettes or significantly reduced their consumption.

The foundation of this transformation is built on the concept of Tobacco Harm Reduction (THR). THR encourages adult smokers who are likely to continue smoking to switch from combustible products like cigarettes to smoke-free tobacco and nicotine products that may present lower risks. BAT shares insights, evidence-based research, and progress on THR through its OmniTM (Omni) platform and continues to strengthen its research and scientific capabilities.

BAT Japan, the Japanese subsidiary of BAT, began its tobacco sales business in Japan in 1984 and established its current entity in 2001. Today, in addition to combustible cigarettes, the company imports and sells smoke-free products such as heated tobacco and oral tobacco. Its key brands in Japan include gloTM, virtoTM, neoTM, VELO, KENT, KOOL, and LUCKY STRIKE.

Request Regarding Publication

The BAT Group has established international self-regulatory standards to ensure responsible marketing of tobacco products. Therefore, we kindly request that all communications directed toward consumers avoid reaching individuals under the age of 20 and include the required health warning statements. For articles featuring oral tobacco, we kindly ask that the health-related disclaimer be clearly displayed. Your cooperation is greatly appreciated.

Use by persons under 20 years of age is prohibited by law.

Using smokeless tobacco during pregnancy may increase the risk of pregnancy-induced hypertension, premature birth, and low birth weight. Smokeless tobacco use increases your risk of developing oral cancer and other cancers. Nicotine is addictive.

Statements such as "no smoke or odor," "does not produce smoke or odor," "emission of harmful chemicals reduced by 99% compared to combustible cigarettes," "Medium," "sweetness," "sweet," and "smooth" do not imply reduced health risks compared to other products.