Vuse Ultra Enters Travel Retail for the First Time, Starting from Frankfurt Airport and Expanding to the UK

Aug.13

British American Tobacco’s Vuse Ultra has entered the global travel retail channel for the first time, being sold at Frankfurt Airport from August to September and planning to expand to certain airports in the UK.

British American Tobacco (BAT) announced that its flagship vaping device under the Vuse brand, the Vuse Ultra, has been launched for sale at Terminal 2 of Frankfurt Airport. This marks the product’s first entry into the global travel retail channel. The launch is a collaboration between BAT and international duty-free and travel retail operator Gebr. Heinemann, running from August to September 2025.

According to the introduction, the Vuse Ultra is equipped with a ClearView™ display that can show power, battery level, and e-liquid level in real time. The device supports Bluetooth connectivity and can pair with the MyVuse app, offering CloudControl™ and Flavour Autotune functions, allowing users to adjust vapour volume and flavour intensity between low, medium, and high settings.

Reports state that the sales at Frankfurt Airport mark the first time the Vuse Ultra series has entered the travel retail channel, and it will subsequently be launched in the retail networks of some major airports in the UK.

BAT stated that this move is part of its efforts to promote a premium product portfolio and expand its global travel retail business. Gebr. Heinemann said that the cooperation aims to explore ways to showcase new nicotine alternatives in the airport retail setting and to achieve consumer engagement through digital interaction.

The product is sold as a complete kit, including a USB-C charging cable, a user guide, and a recyclable long-life battery. Colours vary by market: Carbon Black in Germany and Indigo Blue in the UK.

At the World Tobacco exhibition in Switzerland this May, 2Firsts learned from Vuse brand staff that the Vuse Ultra has already been officially launched in the Canadian market and is planned to enter the UK, France, Germany, and other markets in succession. (Related reading: BAT's Vuse Ultra Vape Launches in UK Brick-and-Mortar Retail, Initially Rolling Out to Around 2,000 Stores) Vuse Ultra Enters Travel Retail for the First Time, Starting from Frankfurt Airport and Expanding to the UK

References:

[1] BAT unveils Vuse Ultra at Frankfurt Airport: a global travel retail first

Also Read:

[1] BAT Korea launches Glo 'Live Life in Color' Season 2 brand campaign, featuring interactive activities and new products

[2] BAT's Vuse Ultra Vape Launches in UK Brick-and-Mortar Retail, Initially Rolling Out to Around 2,000 Stores

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

SKE’s Parent Company Yinghe Technology Reports 80% Drop in Q3 Net Profit, Revenue Up 22.85% Year-on-Year

Yinghe Technology (SZ: 300457), parent company of SKE, saw Q3 net profit plunge 80.3% to 31.06 million yuan, while revenue rose 22.85% to 2.52 billion yuan. The decline was mainly driven by higher costs and expenses.

Oct.28 by 2FIRSTS.ai

Dagestan Proposes Pilot Ban on E-Cigarette Sales, Submits Request to State Duma

The head of Russia’s Republic of Dagestan has proposed a region-wide ban on the retail sale of e-cigarettes and has written to the State Duma seeking to designate Dagestan as a pilot region for a comprehensive e-cigarette sales ban.

Oct.21 by 2FIRSTS.ai

Russia’s Perm Region Finalises Law Banning E-Cigarettes from March Next Year

The Governor of Russia’s Perm Region has confirmed that the newly adopted regional law banning vapes will take effect on March 1, 2026, despite lobbying from manufacturers and pressure from the federal level. The law prohibits the sale of all vaping products within the region, with penalties for violators, including fines for kiosks operating in residential areas.

Nov.26 by 2FIRSTS.ai

BAT Japan to raise prices of glo heated-tobacco sticks by about 4%–5%

BAT Japan said it will raise retail prices by ¥20 (about $0.13) per pack for 16 glo heated-tobacco stick brands—11 Lucky Strike and five Kent—effective January 1, 2026. The company will also lift prices for 12 VELO nicotine pouch brands by ¥20–¥40 per pack from December 1, 2025.