BAT Relaunches LYFT With New Look and Features

After the recent LYFT to VELO transition, LYFT was a name that European users thought they might never see again. But, earlier this month, British American Tobacco put the legendary line back on the market with a sleek new look and other exciting features and improvements.

Small But Significant Changes

BAT's ideas for LYFT were to transform it into a premium brand sold at a slightly higher price, which led to several changes. What is immediately noticeable is that the cans look different. They now have a simple, more sophisticated aesthetic with modern colourways and sleeker, less striking fonts.

They also come with improved catch lids, thanks to BAT's ingenious FLEX LOCK innovation, which replaces the solid plastic catch lids seen in the previous generation LYFT and VELO nicotine pouches with a flexible membrane material. The benefit is that users get more space to store their used pouches, which is necessary, as BAT also increased their pouch offering from 21 to a generous 24 per can. Another welcomed change is that the materials used to make the cans are now 83% biobased and, therefore, more environmentally friendly.

Three Flavours and Three Strengths

The new generation of LYFT hit the shelves and stockrooms of retailers in three flavours: Cool Air, Just Bloom, and Barista Twist, each available in two strengths. Just Bloom and Barista Twist come in 6 mg or 10 mg/pouch, and Cool Air in 6 mg or 10.9 mg/pouch.

Cool Air offers an intensely refreshing mint flavour, similar to VELO Ice Cool, designed to evoke the sensation of a breath of fresh air. Barista Twist is a coffee-inspired pouch with a core flavour of roasted coffee, enhanced by nutty undertones rather than cocoa or caramel, as often featured in other coffee pouches. Just Bloom is perhaps the most unique-tasting product in the line, with a crisp, sweet, and fresh apple-cider flavour. BAT lists the 6 mg products as regular strength, those with 10 mg as strong, and 10.9 mg as extra strong.