On July 18, according to a statement on the official website of British American Tobacco (BAT), BAT announced that its American subsidiary, RJ Reynolds Vapor Company, had received marketing authorization from the U.S. Food and Drug Administration (FDA) for its Vuse Alto line of 7 e-cigarette products.
Following an extensive scientific review, the FDA issued a marketing authorization to R.J. Reynolds Vapor Company on July 18, involving the Vuse Alto Power Unit and six closed, pre-filled, and non-refillable Vuse Alto tobacco-flavored pods.
Renault e-cigarette company's premarket tobacco product application (PMTA) submitted in 2020 included rigorous scientific studies on Vuse Alto. These studies were built upon previous scientific research submitted for Vuse Solo, Vuse Vibe, and Vuse Ciro, which received marketing authorization for their original flavors in October 2021 and May 2022 respectively. The scientific research in these applications indicates that continuing to sell tobacco-flavored products like Vuse Alto, Vuse Vibe, Vuse Ciro, and Vuse Solo is appropriate for protecting public health.
The Chief Executive Officer of British American Tobacco Group, Tadeu Marroco, stated:
We welcome the FDA's approval of the Vuse Alto device and its flavors. This authorization not only reflects our commitment to a variety of approaches but also supports our vision of a 'better tomorrow.' Currently, we have the largest portfolio of e-cigarette market authorizations available in the U.S., which will help us provide more potential reduced-risk product options for adult smokers.
Maroko emphasized that the successful promotion of legal e-cigarette products requires the FDA to take more measures to combat the illegal e-cigarette products market, which often intentionally targets young people. He added, "By providing a variety of potential reduced-risk products for adult smokers, we are taking solid steps towards establishing a smoke-free world.
Despite Vuse Alto devices and their flavors being authorized, British American Tobacco is still actively responding to the Marketing Denial Order (MDO) issued by the FDA in October 2023 against Altomint and Mixed Berry flavors. According to a court order, the FDA's denial order for Altomint products has been stayed, meaning that adult nicotine consumers can still purchase these products.
The British American Tobacco Group stated that they will continue to collaborate with regulatory authorities to ensure the healthy development of the e-cigarette market, while also providing consumers with more legal and safe e-cigarette product options.
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