VELO vs Killa: Which Nicotine Pouch Brand Should You Choose in 2025?

Written by The Snus King 

Published on June 26, 2025

 

The nicotine pouch war is heating up, and the push for shelf space on both retail and online stores is perpetuated by two brands. VELO and Killa are two leading brands in the UK with arguments for both being one of the best. Nicotine pouches, on the whole, have improved in recent years. These two brands have managed to infiltrate the market to become two of the most sold nicotine pouches. But, which is better? Stay with us as we dive into a comparison, by the end, you will have an idea on which to go for.

Key Takeaways
VELO vs Killa Nicotine Pouches

Key Takeaways: VELO vs Killa

  • 1. Two Giants, One Goal: VELO and Killa dominate the UK pouch market, each offering a unique approach to flavour, strength, and branding.
  • 2. Legacy vs. Disruption: VELO, backed by British American Tobacco, evolved from EPOK and LYFT. Killa disrupted the market with bold pricing and early synthetic offerings.
  • 3. Strength Isn’t Just a Number: VELO may hit 17mg, but users often report a stronger perceived buzz from Killa’s 12.8mg pouches.
  • 4. Flavour Tells the Story: Killa delivers intense, fruity flavours. VELO offers a more subtle experience that tends to last longer per use.
  • 5. VELO is Broad Appeal, Killa is Bold Impact: VELO suits everyday users seeking balance, while Killa is made for those who want a strong, fast hit.

Introduction to VELO & Killa Nicotine Pouches

First of all, for anyone that is new to nicotine pouches it may be best to explain exactly what they are. Nicotine pouches are derivative of the original product traditional snus. Snus is a product containing tobacco that is fashioned in the same way, pouches. The key difference between the two is that nicotine pouches contain synthetic nicotine, whereas snus contains tobacco. Consequently, the similarity between the two meant they both are colloquially called the same; snus. Purists argue that there is only one snus. On paper that maybe correct, but among consumers, snus is losing its traditional identity.

 

Killa snus, as it is known, is one of the early nicotine pouches. VELO, on the other hand, has been through rebranding multiple times and eventually settled its global identity in 2019. Killa is considered an independent brand, manufactured by NGP Empire in Denmark. VELO, is a corporate brand, manufactured by giants British American Tobacco.

 

Both brands compete for shelf space in what could be considered the mid-strength market. There are several brands with weaker nicotine levels, and many with stronger. Regardless, both have captured the imagination of millions of users globally.
 

 

VELO vs Killa: Background & Market Positioning

VELO’s roots trace back to EPOK, British American Tobacco’s (BAT) pioneering entry into the all-white snus market. Launched when traditional snus dominated Scandinavian circles, EPOK set itself apart by using a bleaching process to create cleaner, tobacco-derived pouches with reduced throat drip, a game-changer for many users. As the market evolved, BAT transitioned EPOK into LYFT in parts of Europe and VELO in the UK, removing tobacco content entirely and creating what we now recognize as modern nicotine pouches. By the early 2020s, BAT unified its branding under the VELO name globally, ending years of identity confusion. A design refresh in 2024 brought modern packaging to match VELO’s strong product performance, helping it capture a dominant share of the global pouch market. VELO continues to grow and we have fantastic deals so check out our store if you want to buy VELO pouches.

 

Killa, conversely, is an independent brand out of Denmark. The Killa brand entered the market in the mid 2010’s, undercutting the prices of traditional snus. At the time, the snus market was rife with importation due to the laws surrounding tobacco-based products. The all white market, as it was known, using synthetic nicotine, was in its infancy. The price of Killa was attractive enough to capture many traditional snus users. Add to that, the ability to buy in bulk and sell Killa products domestically, the brand’s rise was unapologetic. The swift rise of Killa sales meant an unregulated market of all white nicotine pouches began to form in most countries. Killa could be considered pioneers of the all white nicotine pouch game. If you want to check out our Killa pouches you can buy Killa snus from our main store.

 

 

VELO vs Killa: A Detailed Product Comparison

As a brand, VELO has different products at varied strength levels, with some flavours unique to these levels, and some universal. Paradoxically, Killa has three lines of pouches in Dry, Exclusive & Original that share the same strength levels.

 

Nicotine Strength Levels

VELO: 4mg - 17mg

 

Killa: 12.8mg


 

The nicotine levels in both brands could be considered mid-strength. Both could be ample enough for a heavy smoker, or someone that frequently vapes. But, both could also be introductory level for a new user to nicotine.

 

At its highest, of 17mg, VELO Ultra is, on paper, the stronger of the two brands. But, in real life use, the strongest VELO pouches fail to deliver the nicotine hit that Killa does. Even in the mint flavours, which typically have the most aggressive perceived strength, it is comparable to a mint Killa. Perceived strength is as important to snus users as actual nicotine strength. There are several variables that affect the delivery of nicotine that we have discussed in our how to use nicotine pouches guide.


 

Flavour Options & Taste Profiles

VELO: Reportedly 15 Flavours

 

Killa: 30 Flavours across 3 Lines
 

Flavour is one of the alluring factors in pouches today. VELO’s rebrand in 2024 accelerated sales of VELO immensely. The previous packaging of VELO was not as pronounced as we know it today. Couple that with the names of flavours being so controlled and regimented, sales suffered. Now, flavours like Crispy Peppermint and Cinnamon Flame make waves in global markets.

 

The original Killa line leaned heavily on the fruit flavours and Cold Mint as stars of the show. The subsequent release of the Exclusive Line, with flavours like Blue Raspberry and Cherry Cola, has resonated well.

 

Across all flavours, there is a different approach by both NGP and British American Tobacco. Killa opts for an electric and bold flavour hit, especially in the Exclusive Line. Conversely, VELO, leans on a more nuanced and subtle flavour profile. This can be a little disappointing for users that have bought VELO, especially with the packaging being so bold and punchy. But, the flavour enjoyment of nicotine pouches is subjective. One positive for Killa is the robust flavour that hits on first load. But, the flavour is not met with longevity, as the Killa brand tends to diminish in intensity faster than VELO. VELO may have less of an initial flavour punch, but the nuanced approach seems to last longer through the load time.


 

Nicotine Kick, Duration & Buzz

The maturing of most global markets in recent years has settled the expectation of nicotine pouch performance. There was a time using nicotine pouches was about obtaining the strongest possible nicotine hit. That time seems to finally be fading as brands make ground in 2025. As such, mid-strength brands have nested into a niche that drives consistent sales both in store and online.

The nicotine hit is subjective with much of our customer base opting for Killa for the more aggressive hit. We have had reports, however, that the duration of nicotine dispersion is nothing like the initial hit on first load. While that can be expected, the fading of nicotine performance and flavour performance, has affected Killa sales of late.

 

VELO has a much slower uptake time than Killa. Whether or not that is by design is not known as BAT have not discussed, in detail, the performance targets of the brand. But, VELO users seem to be more consistent in purchasing requirements, and less adventurous in their flavour selections. It could be surmised, therefore, that VELO is more geared toward balance and consistency.

 

 

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VELO vs Killa: Pricing, Packaging & Availability

As these two powerhouses go head to head in store, it is perhaps online that harbours the most volatility. Killa and VELO drive a lot of interest online, and the prices have been volatile for much of 2025. Many websites promote bundle deals offering insanely cheap prices to capture the customer. While this has been fantastic for frequent users, it has risen the price for new users of both brands buying a single unit, or lower volume.

 

Typical price expectation:

 

VELO: £5.99 - £6.99 in-store per can. £4.99 - £5.99 online per can.


 

Killa: £4.99 - £5.99 in-store per can. £3.99 - £4.99 online per can.


 

The prices fluctuate depending on area in-store. We have seen prices as high as £10.00 for VELO in some areas in London. Without a set RRP for either products, store owners work from their own margins. It could be argued that the disparity in price can be deterring to some new users.

 

The packaging of both brands does play a role in the typical user base. Killa’s logo, the skull and crossbones, is well known due to the amount of time it has been in the market. The rebrand has gone some way to dispel that image, using a new font and removing the skull and crossbones from the packaging. But, the name is still the name. So, while a certain younger demographic may be attracted to the brand, a more mature audience may be deterred from engaging with the brand.

 

VELO, on the other hand, has marketed themselves in virtually every store. The brand has huge visual marketing campaigns and has driven interest in the nicotine pouch market on the whole. The rebrand in 2024 was a game changer for VELO, and sales increased in every crevice of consumer shopping. VELO could be at home on the office desk, or in the bag of a university student - it could be argued that VELO is the more universal of the two brands.

 

Final Verdict: VELO vs Killa – Who Wins?

In the showdown between VELO and Killa, the answer is not straightforward. It depends entirely on what you value in a nicotine pouch. Killa has earned its place as a pioneer of the all white format, offering bold flavours and a punchy nicotine hit that appeals to users seeking intensity. Its early presence and widespread availability helped it build a loyal base, especially among those looking for something strong and fast acting.

 

VELO, in contrast, has taken a more refined route. Backed by British American Tobacco, it has developed its product over years of rebranding, resulting in consistent performance, balanced nicotine delivery, and a sleek, universal look. The 2024 redesign brought its branding in line with how it performs in use, helping it reach a wider and more varied audience.

 

If your priority is a strong flavour and immediate buzz, Killa continues to satisfy. But if you are looking for something more dependable, with smoother delivery and cleaner design, VELO is the better option. Both brands have their place in the market, but which one is right for you depends on how you use pouches and what kind of experience you want

 

 

 

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