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

Key Points:

·Vuse has begun promoting its Ultra device to convenience store retailers in the UK, which supports adjusting flavors, nicotine levels, and other features through an app. The device also includes functions such as "find my device" and wireless charging. 

·It has launched on UK e-commerce channels and is expanding to convenience stores, with an initial focus on around 2,000 stores in London. Vuse offers 8 flavors, with each pod containing 2ml of e-liquid and supporting 2,000 puffs. 

·The device is priced at £30 (approximately $40), while each pack of pods costs £9 (approximately $12). 

·These products are supplied to designated retailers by British American Tobacco sales representatives.

【2Firsts News Flash】According to a report by Talking Retail on August 5th, the e-cigarette brand Vuse, owned by British American Tobacco, has started to roll out its Vuse Ultra product to convenience store retailers in the UK.

According to the product description, this new device has a built-in chip that can connect to a user's mobile phone application via Bluetooth, allowing users to personalize the device based on their preferences. Its functions include adjusting flavor intensity and nicotine content, tracking usage, and viewing the e-liquid levels.

Users can also access updates on remaining battery power, remotely lock the device, and use the "find my e-cigarette" feature in case it is misplaced. Other features include wireless charging and "smoke control" to customize the intensity of the smoke.

Susanna De Iesu, the Commercial Director for British American Tobacco (BAT) in the UK and Ireland region, stated:

“Not every e-cigarette user is the same. The core of Vuse's Ultra series is to allow users to customize their devices and provide a convenient charging experience.”

The device was launched on Vuse's website in July and is currently gradually entering convenience store channels.

In the independent retail sector, early promotion focuses on London, with approximately 2000 stores selected to begin selling this device and its replacement pods.

This series includes a total of 8 flavors, however, currently most retailers can only offer 4 flavors: Cherry Chill, Iced Mint, Classic Tobacco, and Dragon Fruit Pomegranate.

The device has a retail price of 30 pounds (approximately $40), while the pod is suggested to retail at 9 pounds per pack (2 pods) (approximately $12). Each pod contains 2 milliliters of e-liquid (20 milligrams of nicotine) and provides approximately 2000 puffs.

The report stated that initially, sales representatives from British American Tobacco will supply designated retailers.

On May 9th, two insiders at the tobacco expo in Switzerland discovered that British American Tobacco was showcasing the Vuse Ultra. After confirming with VUSE brand staff, it was revealed that the Vuse Ultra has officially launched in the Canadian market and there are plans to expand to markets in the UK, France, Germany, and beyond. Related reading