Velo: The Addictive Nicotine Craze That Has Kenyan University Students Hooked

Stories of VELO, a brand once infamous for its tobacco nicotine pouches, have resurfaced in the Kenyan society, casting a shadow over its previous downfall.

After being banned by the Ministry of Health in 2020, VELO has resurfaced in a subtle way, luring in university and college students who find themselves stuck in addiction and desolation. VELO portrays itself as a pawn to help one with their studies and pledges to amp up concentration, increase energy levels and improve one's cognitive abilities. This brand was initially called Lyft in Kenya, but now it has become universally present and is gaining favour all around the globe.

There are some students who indulge in VELO secretly, passing it along through hidden means, but for those who are aware of its effects, it grants access to a world of limitless possibilities, unparalleled focus, and boundless energy. A simple online search for "VELO in Kenya" reveals its resurgence. The outlook on VELO has transformed and this change has shattered its negative social stigma. While addiction remains a concerning reality, peer pressure often persuades individuals to use the substance.

Reluctant at first, James Otieno of Daystar University now relies on VELO for productive focus. National Authority for the Campaign Against Alcohol and Drug Abuse (Nacada) reveals that approximately 518,807 Kenyans aged 15 to 65 use cannabis sativa or bhang, accounting for one person in 53. Daystar University student Nicole Waweru isn't keen on giving the oral nicotine product a try. Its negative user reviews shared on social media platforms like TikTok have diminished her enthusiasm. Her sentiments echo those of others who are also wary of the product.

VELO was discreetly launched by British American Tobacco (BAT) in July 2022, after the government banned the local brand, Lyft, due to regulatory compliance issues. The then-Health Cabinet Secretary, Mutahi Kagwe, emphasized that oral nicotine products must strictly adhere to the regulations set out in the Tobacco Control Act of 2007.