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Key Points
- VELO Peach Ice Medium first launched in Japan on July 6, 2026.
- BAT Japan expanded the SKU to FamilyMart stores nationwide from September 7, with some stores excluded.
- The product combines peach flavor with menthol cooling and carries a Medium strength designation.
- The official price is JPY 360; Japanese tobacco retailers list 15 pouches per pack.
- BAT's Japanese launch materials do not disclose a specific nicotine amount in mg per pouch.
- VELO sold in Japan is an oral tobacco product containing tobacco leaf and should not be directly equated with tobacco-free nicotine pouches sold under the brand in some other markets.
- VELO has been distributed through FamilyMart nationwide since March 2025; the September move adds Peach Ice Medium to that network.
2Firsts
September 15, 2026
According to information published by BAT Japan on September 7, 2026, the company expanded VELO Peach Ice Medium to FamilyMart stores nationwide in Japan from the same date. The oral tobacco product first went on sale on July 6 and had previously been distributed through VELO's official online store, glo Store Ginza and tobacco retailers across Japan. BAT said the channel expansion followed the product's initial sales performance after launch.
Peach Ice Medium combines peach flavor with menthol cooling, carries a Medium strength designation and is priced at JPY 360. Japanese tobacco retailers list the product with 15 pouches per pack.
July Launch Followed by Nationwide FamilyMart Expansion
BAT Japan announced VELO Peach Ice Medium on June 29 and began rolling it out from July 6 through the official glo & VELO online store, glo Store Ginza and tobacco retailers nationwide.
Around two months later, BAT added the SKU to its nationwide FamilyMart distribution network. The company's September 7 announcement states that Peach Ice Medium would be available through FamilyMart stores across Japan, although some locations may not carry the product.
The change expands the retail reach of an existing SKU. VELO itself was already distributed through FamilyMart nationwide.
Parameter | Specification |
Company | BAT Japan |
Brand | VELO |
Product | VELO Peach Ice Medium |
Product Category | Oral tobacco |
Format | White oral tobacco pouch |
Flavor | Peach + menthol |
Strength | Medium |
Pack Count | 15 pouches, retailer-listed |
Price | JPY 360 |
Specific Nicotine Content | Contains nicotine; mg/pouch not disclosed in BAT launch materials |
Initial Launch | From July 6, 2026 |
Initial Channels | Official VELO online store, glo Store Ginza, tobacco retailers nationwide |
FamilyMart Expansion | From September 7, 2026 |
Distribution | FamilyMart stores nationwide, with some locations excluded |
Launch Type | Channel expansion for existing SKU |
Key Market | Japan |
Peach and Menthol Profile at Medium Strength
BAT describes Peach Ice Medium as combining a rich peach flavor with a cooling menthol sensation.
The Peach designation refers to the flavor profile. BAT's original launch materials state that the product does not contain peach fruit or juice.
The product is positioned at Medium strength. BAT describes it as providing a moderate level of oral-tobacco stimulation and markets it toward adult consumers new to VELO. That characterization is the company's product positioning.
The official retail price is JPY 360. Specialist Japanese tobacco retailers list Peach Ice Medium with 15 pouches per pack and identify Sweden as the country of manufacture.
BAT's publicly available Japanese launch materials do not state a specific nicotine amount per pouch. Third-party estimates exist but are not manufacturer-disclosed figures and are therefore not used as product specifications.
Japanese VELO Is an Oral Tobacco Product Containing Tobacco Leaf
BAT Japan classifies VELO as oral tobacco.
Its Japanese materials state that the white pouches contain tobacco leaf alongside water, plant-derived ingredients, sweeteners and flavorings. The pouch is placed inside the lip and is used without combustion or heating.
The Japanese product therefore differs in category from tobacco-free nicotine pouches sold under the VELO brand in some other markets.
That distinction is relevant for international coverage because the VELO brand can be associated with different product categories and formulations across markets. The FamilyMart expansion covered here concerns BAT Japan's tobacco-containing oral product.
FamilyMart Has Been a Nationwide VELO Channel Since 2025
The Peach Ice Medium expansion does not mark VELO's first entry into FamilyMart.
BAT Japan expanded VELO from selected FamilyMart stores in Tokyo and Fukuoka to the chain's nationwide Japanese network on March 4, 2025. The company also refreshed VELO packaging and expanded its flavor portfolio at the time.
BAT says VELO first launched in Japan in Fukuoka in February 2020, before gradually expanding through channels including selected FamilyMart stores, NewDays and NewDays KIOSK. Nationwide FamilyMart distribution in 2025 made the convenience-store chain part of VELO's broader Japanese retail network.
Peach Ice Medium, introduced in July 2026, was initially launched outside that nationwide FamilyMart network and added to it around two months later.
New Flavor Moves From Specialist Channels Into Convenience Retail
The main change for Peach Ice Medium is distribution, rather than formulation, pack format or strength.
At launch in July, BAT used its official online channel, glo Store Ginza and tobacco retailers. The September expansion places the SKU into FamilyMart's wider convenience-store network.
The move follows VELO's broader distribution trajectory in Japan, where the brand has gradually expanded from selected geographic markets and specialist tobacco channels into railway retail and nationwide convenience stores.
Industry Perspective
The Peach Ice Medium expansion reflects BAT's continued effort to move oral tobacco products in Japan beyond specialist tobacco channels and into high-frequency convenience retail.
FamilyMart already carried other VELO products nationwide, making the September move an expansion of SKU coverage rather than the creation of a new retail channel.
The commercialization sequence is also notable. BAT first introduced Peach Ice Medium through its official online store, brand store and tobacco retailers, then expanded it to FamilyMart around two months later.
At the same time, the Japanese VELO portfolio uses a tobacco-containing oral format that differs from tobacco-free nicotine pouches associated with the brand in some international markets. That market-specific product classification remains an important part of understanding VELO's broader global portfolio.
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Cover image source: BAT Japan / VELO
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