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Key Points
BAT Japan launched VELO Mango Ice Medium on November 2, 2026, with distribution expanding to selected 7-Eleven, FamilyMart, NewDays and Seicomart stores from November 3.
The product contains 15 pouches per can, retails for ¥380 including tax and carries a Medium intensity designation. BAT Japan did not disclose an exact milligram-per-pouch nicotine figure in its latest announcement.
Multiple existing regular VELO products increased in price from ¥360 to ¥380 on November 1, an increase of approximately 5.6%. Other pack configurations have different pricing.
Selected existing SKUs ceased convenience store distribution on November 2 but remain available through VELO's official online store, glo Ginza and tobacco retailers.
VELO products sold in Japan contain tobacco leaf, distinguishing them from certain tobacco-free nicotine pouches marketed under the same brand in other countries.
2Firsts
November 4, 2026
According to an October 29 announcement by British American Tobacco's Japanese subsidiary, BAT Japan, its VELO oral tobacco brand launched Mango Ice Medium on November 2, 2026, with distribution expanding to selected 7-Eleven, FamilyMart, NewDays and Seicomart stores from November 3.
The new product contains 15 pouches per can and retails for ¥380 including tax. The launch coincides with price increases affecting multiple existing VELO products and changes to the brand's convenience store assortment. Selected SKUs were withdrawn from convenience store distribution on November 2 but remain available through other retail channels.
Mango Ice Medium Launches at ¥380, Entering Convenience Stores From November 3
VELO Mango Ice Medium features a mango and cooling flavor profile and carries a Medium intensity designation.
According to BAT Japan, the product launched on November 2 through the official VELO online store, the glo Ginza store and selected tobacco retailers.
Distribution began expanding to selected 7-Eleven, FamilyMart, NewDays and Seicomart outlets on November 3. BAT Japan has not disclosed the number of participating stores in each chain.
Japanese product listings identify the product as a 15-pouch can priced at ¥380 including tax.
| Specification | VELO Mango Ice Medium |
|---|---|
| Parent company | British American Tobacco (BAT) |
| Japanese operating company | BAT Japan |
| Brand | VELO |
| Product | Mango Ice Medium |
| Category | Oral tobacco containing tobacco leaf |
| Flavor | Mango with cooling notes |
| Intensity | Medium |
| Pack size | 15 pouches per can |
| Retail price | ¥380, tax included |
| Nicotine content | Exact mg-per-pouch figure not disclosed in BAT Japan's latest announcement |
| Initial launch date | November 2, 2026 |
| Convenience store rollout | From November 3, 2026 |
| Launch market | Japan |
| Retail channels | Official VELO online store, glo Ginza, selected tobacco retailers and convenience stores |
Third-party product database Smokio provides an estimated nicotine content for Mango Ice Medium but identifies it as an independent estimate rather than a manufacturer specification. The estimate is therefore not presented as an official product figure.
Mango Ice Medium is also not VELO's first mango-related product in Japan. The existing range already includes Breezy Mango Medium and Breezy Mango Intense.
The latest SKU adds a mango and cooling combination to the brand's existing flavor assortment.
Multiple Regular VELO Products Rise to ¥380 as Selected SKUs Leave Convenience Stores
BAT Japan's latest product launch coincides with retail price changes affecting existing VELO products.
According to the company's October 29 announcement, new prices for the relevant products took effect on November 1, 2026.
Japanese tobacco retailers report that multiple regular 15-pouch VELO products increased from ¥360 to ¥380 per can, a ¥20 or approximately 5.6% increase.
The following products are among those with verified price changes:
| Existing VELO product | Previous price | Price from Nov. 1 | Change |
|---|---|---|---|
| Peach Ice Medium | ¥360 | ¥380 | +¥20 |
| Icy Berries Intense | ¥360 | ¥380 | +¥20 |
| Icy Berries X-Intense | ¥360 | ¥380 | +¥20 |
| Breezy Mango Intense | ¥360 | ¥380 | +¥20 |
| Smooth Peppermint Medium | ¥360 | ¥380 | +¥20 |
| Breezy Mango Medium | ¥360 | ¥380 | +¥20 |
The changes are supported by Japanese tobacco retailer listings, including Sirius Tobacco. The VELO Ultra configuration has a separate 20-pouch, ¥500 price arrangement and should not be included in the same ¥360-to-¥380 comparison.
BAT Japan also revised convenience store availability for certain existing products.
According to the October 29 announcement, selected SKUs ceased convenience store distribution on November 2. These products were not discontinued and remain available through the official VELO online store, glo Ginza and selected tobacco retailers from November 3.
The change therefore concerns convenience store availability, not withdrawal from the Japanese market.
BAT Japan's announcement distinguishes distribution arrangements by SKU and retail channel, but does not disclose the sales volumes or numbers of stores affected by the changes.
Japan's VELO Products Contain Tobacco Leaf
BAT Japan classifies VELO as oral tobacco, sold in white pouch form.
According to the company, VELO pouches marketed in Japan contain tobacco leaf, water, plant-derived ingredients, sweeteners and flavorings.
This differs from certain tobacco-free nicotine pouch products sold under the VELO brand in other markets. The shared brand name does not establish identical formulations across countries.
VELO's Japanese range spans Medium, Intense and X-Intense intensity categories, with an Ultra configuration also available in selected products.
Mango Ice Medium adds a cooling mango variant alongside the brand's existing berry, grape, peach and mint varieties.
BAT Japan has also expanded VELO's convenience store distribution in recent months. In September 2026, Peach Ice Medium entered additional FamilyMart outlets, while selected VELO products began selling through Ministop in October.
Industry Perspective | New Product Introduction Coincides With SKU and Channel Reallocation
BAT Japan's latest VELO changes involve three confirmed commercial actions: introducing Mango Ice Medium at ¥380, increasing prices on multiple existing products, and revising the distribution of selected SKUs between convenience stores and other retail channels.
The company has not published the number of outlets receiving the new product, sales volumes before and after the assortment changes, or convenience store revenue.
The price adjustment brings multiple regular 15-pouch VELO products from ¥360 to ¥380, matching the retail price of the new Mango Ice Medium.
At the same time, BAT Japan is maintaining online and tobacco specialist availability for selected products leaving convenience stores while introducing the new mango variant across four major convenience store chains.
The rollout therefore combines a new flavor introduction with changes to VELO's pricing and retail assortment in Japan.
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Cover image source: BAT Japan
