Sam Fiedler's 1782 snus factory in Gothenburg evolved over centuries, leading to the establishment of the Fiedler and Lundgren brand by 2002. As the early 2000s ushered in the nicotine pouch innovation with pioneers like Niconovum, BAT soon stepped in, setting the stage for brands like ZYN and LOOP. In response to this shifting landscape, Fiedler and Lundgren introduced VELO. Initially focused on mint and menthol, VELO broadened its offerings and now stands as a leading nicopod brand,
