Editor’s Note
According to a Reuters report, British American Tobacco (BAT) has paused plans to launch an unlicensed disposable vape, Vuse One, in the United States amid intensified regulatory action by the U.S. Food and Drug Administration (FDA). BAT’s U.S. subsidiary, Reynolds American, decided to delay the pilot launch as the FDA accelerates enforcement against unapproved nicotine products and moves to streamline its licensing process.
On April 17, 2025, BAT’s subsidiary Reynolds American acquired 12 synthetic nicotine-based disposable vape products under the PACHA brand from Charlie’s Holdings, Inc., all of which have pending PMTA applications.
Key Points
- BAT delays U.S. pilot launch: The company suspended its planned release of the Vuse One disposable vape, which lacks FDA authorization.
- Regulatory pressure rising: The FDA has intensified actions against unlicensed vape products and reminded companies that selling unapproved nicotine products is unlawful.
- Industry reactions: Philip Morris International and Altria are also navigating regulatory uncertainty as they test-launch nicotine pouch products without full FDA approval.
- Strategic shift: BAT said it will focus on its existing nicotine portfolio while awaiting regulatory clarity.
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