A new chemical analysis of Velo oral products sold in Karachi reveals a wide range of unregulated flavour chemicals designed to broaden product appeal. Researchers from the Institute for Global Tobacco Control at Johns Hopkins Bloomberg School of Public Health and Portland State University purchased 10 brand variants in 2022 and tested them for nicotine and 180 individual flavour chemicals, with results published in the journal Tobacco Control.
The study detected measurable levels of flavour chemicals in every product and found benzyl alcohol (cherry flavour), menthol, α-terpineol (cardamom flavour) and carvone (a mint flavour) in all ten variants. Wide variation in fruit, menthol and non-menthol/mint chemical levels across products suggests deliberate flavour engineering to produce distinct brand variants and maximise consumer appeal.
Oral nicotine pouches are small pouches of powdered nicotine placed between the gum and upper lip where nicotine is rapidly absorbed. Major global manufacturers include Velo from British American Tobacco, On! from Altria and ZYN from Swedish Match. The study notes that flavour blends and varying nicotine strengths are common product features that can increase attractiveness, particularly among younger users.
“Existing research across tobacco and nicotine products shows flavours can drive trial among young people,” said Kevin Welding, PhD, associate director of IGTC and a study co-author. He added that the variety and combinations of flavour chemicals observed raise concerns about expanding nicotine markets to new users.
Pakistan currently has limited regulation on nicotine pouches and flavoured nicotine products. Industry data cited in the study show BAT sold 8.3 billion nicotine pouches globally in 2024, and market analysis reports Velo held a 52.4 percent share of smokeless tobacco, e-cigarette and heated tobacco product volumes in Pakistan in 2023, up from 25.6 percent in 2021. BAT has also identified Pakistan as one of its largest markets for Velo.
Syed Ali Wasif Naqvi of the Sustainable Development Policy Institute urged policy action, saying flavour chemicals are a practical regulatory target that can be applied broadly to protect public health. The researchers recommend considering limits on flavour chemicals and controls on nicotine levels in oral nicotine pouches to reduce appeal and prevent addiction.
For Pakistani policymakers, the study highlights an immediate regulatory opportunity: addressing the flavouring and ingredient composition of nicotine pouches could reduce youth initiation and shrink a rapidly growing nicotine market. The findings provide specific chemical targets and local evidence to inform efforts to limit the reach of these products.
