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The survival of VELO

Eriksoo, Linn LU ; Larsson, Rebecca LU and Syrén, Josephine LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
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... (More)
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 (Less)
Please use this url to cite or link to this publication:
author
Eriksoo, Linn LU ; Larsson, Rebecca LU and Syrén, Josephine LU
supervisor
organization
course
BUSN21 20252
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
white snus, nicotine pouches, EPOK, LYFT, VELO, brand positioning, Brand Identity Prism, rebranding, regulated markets
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214432
date added to LUP
2025-11-14 08:21:31
date last changed
2025-11-17 08:44:06
@misc{9214432,
  abstract     = {{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}},
  author       = {{Eriksoo, Linn and Larsson, Rebecca and Syrén, Josephine}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{The survival of VELO}},
  year         = {{2025}},
}