Known to most current consumers as 'Lyft' - brand owners BAT (British American Tobacco) are consolidating their international product range under the new brand name 'Velo' (this will also avoid any confusion with the ride-sharing company!).
Quoting Kingsley 'Wheaton' - the chief marketing officer at British American Tobacco -
"This makes it easier for us to get our message across about the alternatives we offer to cigarettes"
BAT retail currently sells products under the name 'Epok' as well as the 'Lyft' brand - and also offer products under the names 'Grizzly', 'Camel Snus' and 'Kodia' in the USA.
The consolidation of brands is due to be complete by the end of 2020.
You can read more about their brand consolidation efforts here.