Knowledge base · October 15, 2026 · Stefan Bensmo

VELO Crispy Peppermint: Sweden’s Most-Searched Nicotine Pouch — and What It Teaches Other Brands

Short answer: VELO Crispy Peppermint is British American Tobacco’s peppermint pouch in slim format with 10 mg of nicotine per pouch (14.3 mg/g). It was previously called VELO Ice Cool, and before that Lyft Ice Cool. With about 9,900 searches a month, it is Sweden’s most-searched nicotine pouch product name.

VELO Crispy Peppermint facts

On the open strength scale Nicotine Index, 10 mg per pouch is NI 4 and the 8 mg Mini is NI 3. VELO’s own dots (3 of 6 for both) don’t show that the Mini has less nicotine per pouch — an example of why strength labeling needs a standard.

VELO describes the flavor as peppermint with sweet notes of mint. In Sweden it costs roughly SEK 35–46 per can depending on retailer and quantity. In the UK, Crispy Peppermint is also sold in a 6 mg version. Seen conflicting figures for the Mini? VELO’s own product page states both 8 and 10 mg; retailer data says 8 mg.

Did VELO Crispy Peppermint change its name?

Yes, twice. BAT launched its tobacco-free pouches in Sweden as Lyft in late 2018, and in 2022 Lyft became VELO in Sweden — with the same flavors. In December 2023, 19 VELO products were renamed to better describe their flavors, and VELO Ice Cool became Crispy Peppermint. The flavor did not change. The new names reached stores in January 2024.

How much is it searched — compared to others?

Crispy Peppermint is searched roughly ten times as often as ZYN Cool Mint, and almost twice as often as VELO’s own runner-up, Freezing Peppermint. Add searches for just “crispy peppermint” (around 3,600 a month) and the product name is in a class of its own.

The most interesting rows are at the bottom. Almost three years after the rename, the old name VELO Ice Cool is still searched about 1,900 times a month, and Lyft Ice Cool 260 times — a name that left Swedish stores in 2022.

Most searched — but best-selling?

That can’t be said with certainty. There is no independent, audited per-product sales data for Sweden, and retailers’ own lists disagree: at Snusbolaget, Crispy Peppermint ranks sixth in the white snus top list, behind several ZYN products. At Haypp it is fourth among the most-bought VELO products, after VELO Shift. Snussidan’s 2024 sales list had it third overall and first among white snus. BAT says VELO is clearly Europe’s largest brand but publishes no share for Sweden. The latest hard figure we found is from 2022, when Swedish Match said ZYN held 18.2% of the Scandinavian nicotine pouch market.

Our read Crispy Peppermint is probably both a strong seller and extremely well known, but search volume mainly measures brand awareness. Three things explain it: the product came early (as Lyft) and had time to become a habit, it sits in the middle of the market’s strength zone at 10 mg — exactly the median for white snus — and it is sold widely in grocery retail. The most valuable lesson, though, is about names: a product name consumers have learned keeps generating searches for years after a rename. Rename without capturing the old name and you leave demand on the table.

What it means for you

• Treat product names as an asset. 2,000 searches a month for names that no longer exist is demand someone else captures if you don’t.
• Plan renames around search behavior. Use “formerly known as” on product pages and packaging during a transition, and make old names lead to the right place.
• Search volume isn’t sales. Use search data to measure awareness, but make range decisions on sales data.
• Watch strength regulation. Sweden’s SOU 2024:23 inquiry proposed a 12 mg/g cap for white snus. Crispy Peppermint is at 14.3 mg/g — see our analysis of the strength race.

Want to compare the variants? SnusBattle has every strength, rating and battle for Crispy Peppermint. We help brands with range, naming and channels — see market, channels and data.