Vuse

Vuse (/vjuːs/), formerly known as Vype (/vaɪp/), is an electronic cigarette produced by R. J. Reynolds Vapor Company, a subsidiary of the Reynolds American tobacco company. In 2015, it was the most popular e-cigarette in the United States with 33 percent market share in Nielsen-tracked channels (a declining proportion of the total).[1] Also in 2015, it was the best selling e-cigarette device in convenience stores in the US.[2] However, Vuse lost its top position in 2017, when Juul overtook it to become the most popular e-cigarette in the US.[3] As of August 2018, Vuse controls 9.6 percent of the American e-cigarette market, compared to Juul's 72.1 percent market share, according to Nielsen data.[3]

Vuse
Product typeElectronic cigarette
OwnerReynolds American
Produced byReynolds Vapor Co.
Introduced2013 (2013)

The original Vuse digital vapor cigarette has a nicotine content of 4.8 percent,[4] which is high compared to other e-cigarettes available in 2013.[4]

History

R.J. Reynolds launched Vuse in a June 2013 press conference, the first time R.J. Reynolds launched a product with a press conference in two decades.[5] R.J. Reynolds promoted Vuse with print, direct mail, and TV advertising, the latter of which is highly unusual for tobacco products in the United States.[5] Vuse was launched in Colorado,[5][6] but it quickly become available across the rest of the United States.[3] In 2015, Jerod Harris filed a lawsuit against Vuse for "[failure] to inform customers of the potential health risks incurred by using the products; specifically, inhalation of the carcinogens formaldehyde and acetaldehyde," a violation of California state law.[7]

In April 2018, R.J. Reynolds Vapor Company issued a recall of Vuse Vibe devices.[8] It stated that the batteries of Vuse Vibe vaporizers were malfunctioning and overheating after injuries were reported.[8] The cause of the malfunction has not been disclosed.[8]

In August 2018, Vuse launched the Vuse Alto,[9] a pod mod-type vaporizer, which is the variant of e-cigarette that Juul is.[10] The Alto is marketed as a direct competitor to Juul.[10]

In 2019, the US Food and Drug Administration started a review process to determine whether R.J. Reynolds Vapor Company's Vuse e-cigarette can claim that it is less risky than tobacco products.

Formula One sponsorship

In 2019, British American Tobacco agreed to a "global partnership" with McLaren under its A Better Tomorrow campaign, promoting electronic cigarettes and related alternative smoking products.[11] In 2021, the McLaren team ran a one-off livery at the Abu Dhabi Grand Prix in partnership with Vuse, featuring the work of Egyptian-born, UAE-based artist Rabab Tantawy.[12]

References
  1. Melissa Vonder Haar (18 August 2015). "Nielsen: Electronic Cigarette Sales Growth Declines". CSPnet. Retrieved 13 September 2015.
  2. Craver, Richard (4 September 2015). "'Vapers,' vendors say they are here to stay". Winston-Salem Journal. Retrieved 14 September 2015.
  3. Craver, Richard (25 August 2018). "Juul expands e-cig market share gap with Reynolds' Vuse". Winston-Salem Journal. Retrieved 28 August 2018.
  4. Samara Lynn (27 November 2013). "Vuse Digital Vapor Cigarettes". PC Magazine.
  5. Sebastian, Michael; McDermott, John (10 June 2013). "Is Big Tobacco Back as a Big Advertiser?". Ad Age. Retrieved 28 August 2018.
  6. Patricia N Kime (25 July 2013). "Exchanges now sell e-cigarettes, but military officials haven't sorted out all the rules". MilitaryTimes. Retrieved 14 September 2015.
  7. Lucy C (11 September 2015). "Facebook, E-Cigarettes, RV Refrigerators". LawyersandSettlements.com Legal Blog. Retrieved 14 September 2015.
  8. Bollinger, Luke (16 April 2018). "Reynolds American subsidiary issues recall of e-cigarette power units". The Business Journals.
  9. "vuse alto". RJR Vapors. Retrieved 28 August 2018.
  10. Craver, Richard (17 July 2018). "Reynolds Vapor prepares national launch of new e-cig rival to Juul". Winston-Salem Journal. Retrieved 28 August 2018.
  11. "Former BAR team owner BAT back into Formula 1 with McLaren deal". www.autosport.com. Retrieved 2022-02-03.
  12. "McLaren to run tweaked F1 livery for Abu Dhabi GP". www.autosport.com. Retrieved 2022-02-03.
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