Vuse was designed with durability in mind. Its packaging is made of 100% recyclable cardboard, while the ePod device kits and pod packs are cling-free.
The London-based tobacco company has invested heavily in non-combustible nicotine products and is targeting 50 million users of their smoke-free products by 2025. Earlier this year, it said it had attracted 1.4 million new users of vaping and heated tobacco products. and nicotine sachets in the first quarter of 2021, with the aim of making alternatives to cigarettes profitable by 2025.
BAT shares gained more than 2% at the start of the stock market, after posting a strong performance in both cigarettes and “non-combustible” products such as Vype, its flagship brand of vapor, now Vuse.
Vuse is the largest closed vaping system offered in the UK with an overall sales market share of 44.2%. It offers adult consumers a wider range of enjoyable and less risky products, including vaping products. All models are backward compatible so users can use pods on Vype devices, and vice versa.
“The fastest growing closed systems brand in the UK”
The device was also designed with durability in mind. Its packaging is made from 100% recyclable cardboard, while the ePod device kits and pod packs are cling-free, and the silicone caps have been removed from ePen3 pods as well.
“In a rapidly growing market, Vype has exceeded our expectations. It is the fastest growing closed systems brand in the UK, growing overall 44% year-over-year (and 36% in the freelance and symbol category) in 2021. It also has an overall market share in sales (44%) and in independent and iconic stores (38%), at the start of April (Nielsen), ”said Khurram Durrani, director of BAT UK Trade.
BAT now has 14.9 million users of smoke-free products
Meanwhile, as the 1.4 million user increase has taken it to 14.9 million, less than a third of the company’s target, sales will need to continue to s ” speed up if BAT is to achieve its goal. The company also aims to achieve annual sales of £ 5 billion from three new products – Vuse vapes, Velo oral nicotine sachets and Glo heated tobacco, by the same date. This will require significantly higher growth than it achieved last year, when it announced sales in that category of £ 1.4bn, up 15% year on year.