British American Tobacco p.l.c. has announced that its US branch of the business has acquired the nicotine pouch product assets of Dryft Sciences, LLC, according to a company press release.

The BAT Group has strengthened its New Category portfolio in the US by adding the Dryft’s nicotine pouch products to its range. It also ties in nicely with BAT’s social commitment to its corporate purpose to build A Better Tomorrow.
Dryft is a US-based Modern Oral nicotine product company whose recent Pre-Market Tobacco Product Application (PMTA) submission was accepted by the Food and Drug Administration. According to BAT’s press release, the newly acquired products will be sold under BAT’s global brand VELO and will expand the Modern Oral portfolio in the US from 4 to 28 products. The new range will include more nicotine strengths and flavours to cater to all key customers’ preferences.
“Today’s announcement underscores our societal commitment to accelerate our transformation and build A Better Tomorrow. Our multi-category strategy is key to our transformation.
“The addition of Dryft to our US Velo brand is a major step forward, further enhancing our successful vaping and oral portfolio,” said Jack Bowles, CEO of BAT.
“We’re proud of the tremendous momentum we’ve built with Dryft and thrilled that our strong product portfolio will now serve to enhance the Velo brand. We remain confident that modern oral innovations like Dryft and Velo will continue to find an adult consumer base seeking alternatives to traditional products,” declared Jason Carignan, President of Dryft Sciences, LLC.