In 2023, the source revised its regional structure (from four to three): US, AME & APMEA.
Americas & Europe (AME): Belgium, Brazil, Canada, Chile, Colombia, Czechia, Denmark, France, Germany, Hungary, Italy, Mexico, Netherlands, Poland, Romania, Spain, Switzerland, Ukraine, UK.
Asia-Pacific, Middle East and Africa (APMEA): Australia, Bangladesh, Japan, Kazakhstan, Malaysia, New Zealand, Pakistan, Saudi Arabia, South Africa, South Korea, Taiwan, Vietnam.
In 2025, British American Tobacco's modern oral products made the majority of their revenue in Europe and the Americas (excluding the U.S.), reaching *** million British pounds. Revenue in Asia-Pacific, the Middle East and Africa amounted to about ** million British pounds.
BAT's Modern Oral category primarily includes the VELO brand. This brand offers tobacco-free nicotine pouches that are placed under the lip and release nicotine and flavors. In addition to VELO, BAT has historically offered other brands such as LYFT and EPOK in the modern oral nicotine product category. However, these brands have been consolidated under the VELO brand in many markets to simplify the portfolio.
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British American Tobacco. (February 17, 2026). Revenue of Modern Oral in 2025, by region (in million British pounds) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. "Revenue of Modern Oral in 2025, by region (in million British pounds)." Chart. February 17, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. (2026). Revenue of Modern Oral in 2025, by region (in million British pounds). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. "Revenue of Modern Oral in 2025, by Region (in Million British Pounds)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 17 Feb 2026, /statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco, Revenue of Modern Oral in 2025, by region (in million British pounds) ÌÇÐÄÆƽâ°æ, /statistics/1330882/modern-oral-revenue-by-region/ (last visited July 26, 2026)
Revenue of Modern Oral in 2025, by region (in million British pounds) [Graph], British American Tobacco, February 17, 2026. [Online]. Available: /statistics/1330882/modern-oral-revenue-by-region/
