On May 9th, the Swiss Tobacco Expo was held at the Palexpo exhibition center in Geneva, Switzerland. During the event, 2Firsts observed that British American Tobacco (BAT) launched a new pod system e-cigarette under their VUSE brand called Vuse Ultra. This product features an integrated AMOLED screen, making it the first e-cigarette with a screen from the VUSE brand.
Specifically, the Vuse Ultra is equipped with a small AMOLED screen that can display battery power, e-liquid amounts, and start-up animations. Users can adjust power levels through the side buttons of the product, with the corresponding modes displayed on the screen.
A QR code is printed on the product packaging, and another QR code appears on the screen when the e-cigarette is activated. According to 2Firsts, scanning the code reveals an app designed specifically for Vuse e-cigarettes.The app is named "MYVUSE" on Google Play and "Nuviu" on the App Store for iPhones.
According to the MYVUSE app description, users can customize their e-cigarette experience through the application, with specific features including usage tracking, locating their device, and cloud control.
From a product design perspective, the Vuse Ultra pod system is equipped with a 2ML e-liquid capacity and a detachable battery. This design is in compliance with the new regulations set to be implemented by the EU Battery Directive in 2026, which will require batteries in portable devices, such as disposable e-cigarettes, to be easily removable and replaceable by users.
According to a report by 2Firsts, discussions with Vuse brand representatives revealed that the Vuse Ultra is currently available for sale in Canada. Furthermore, there are plans to introduce the product in the UK, France, and Germany in the future.
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