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LYFT is Velo’s premium brand, owned by British American Tobacco, BAT. In 2022, Lyft changed its name to Velo, but instead of quitting the use of the LYFT name altogether, BAT began positioning it as a premium nicotine pouch brand that complements VELO. In addition to LYFT, there is also LYFT/LAB which experiments with new flavors, designs, and tastes, some of which are later added to the standard collection of LYFT products.

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