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

Vuse 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% market share in Nielsen-tracked channels. However, Vuse lost its top position in 2017, when Juul overtook it to become the most popular e-cigarette in the US.[1] As of August 2018, Vuse controlled 10% percent of the American e-cigarette market, compared to Juul's 72% market share.[1] By September 2023, however, Vuse's market share stood at 41.5% versus Juul's 24.7% market share. [2]

The original Vuse digital vapor cigarette has a nicotine content of 4.8 percent,[3] which is high compared to other e-cigarettes available in 2013.[3]

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.[4][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.[1] 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] Vuse Alto pods have a 1.8mL capacity,[11] which is higher than the Juul 0.7mL pod capacity. 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.

However, in 2021 researchers at Johns Hopkins University analyzed the vape aerosols of popular brands such as Juul and Vuse, and found "nearly 2,000 chemicals, the vast majority of which are unidentified."[12]

In May 2022 the US Food and Drug Administration approved pre marketing for the Vuse Vibe Power Unit, the Vuse Vibe Tank Unit, and the Vuse Ciro Power Unit.[13]

On October 12, 2023, the FDA issued Marketing Denial Orders for six flavored Vuse Alto pods, including the Menthol pod. The Tobacco flavored Alto pod is the only flavor now allowed to be sold by R.J. Reynolds in the United States. [14]

Motorsport sponsorship

In 2019, British American Tobacco (BAT), parent company of Reynolds American, signed a partnership deal with McLaren under its A Better Tomorrow campaign to promote BAT brands Vuse and Velo.[15] The partnership was later enhanced, including partnering with McLaren's IndyCar team.[16] Vuse partnered with McLaren to race one-off liveries called Driven By Change at the 2021, 2022 and 2023 Abu Dhabi Grand Prix featuring the works of Egyptian-born, UAE-based artist Rabab Tantawy,[17] Lebanese artist Anna Tangles[18] and Saudi Arabian Nujood Al-Otaibi[19][20] respectively.

References

  1. 1 2 3 Craver, Richard (25 August 2018). "Juul expands e-cig market share gap with Reynolds' Vuse". Winston-Salem Journal. Retrieved 28 August 2018.
  2. ↑ Reporter, RICHARD CRAVER Staff (2023-09-26). "Vuse remains top US e-cigarette, but market share dips slightly". Winston-Salem Journal. Retrieved 2023-12-26.
  3. 1 2 Samara Lynn (27 November 2013). "Vuse Digital Vapor Cigarettes". PC Magazine.
  4. ↑ Mangan, Dan. "Reynolds American Sees E-Cigarette Launch as a 'Game Changer'". CNBC. No. 6 June 2013. Retrieved 28 August 2018.
  5. 1 2 3 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. 1 2 3 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. 1 2 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. ↑ "Vuse Alto Pods". Discount Vape Pen. March 12, 2023.
  12. ↑ "Johns Hopkins Finds Thousands of Unknown Chemicals in E-Cigarettes". Johns Hopkins. 6 October 2021. Retrieved June 14, 2022.
  13. ↑ Products, Center for Tobacco (2023-06-14). "Premarket Tobacco Product Marketing Granted Orders". FDA.
  14. ↑ Commissioner, Office of the (2023-10-13). "FDA Denies Marketing of Six Flavored Vuse Alto E-Cigarette Products Following Determination They Do Not Meet Public Health Standard". FDA. Retrieved 2023-12-26.
  15. ↑ "Former BAR team owner BAT back into Formula 1 with McLaren deal". www.autosport.com. 11 February 2019. Retrieved 2022-02-03.
  16. ↑ "British American Tobacco - British American Tobacco announces enhanced partnership with McLaren Racing". www.bat.com. 2019-11-29.
  17. ↑ "McLaren to run tweaked F1 livery for Abu Dhabi GP". www.autosport.com. 7 December 2021. Retrieved 2022-02-03.
  18. ↑ "McLaren Racing - McLaren Racing and Vuse unveil special Abu Dhabi Grand Prix livery designed by emerging artist". www.mclaren.com. 2022-11-16.
  19. ↑ "APPLYING A LIVERY AGAINST THE CLOCK". www.mclaren.com. 23 November 2023. Retrieved 23 November 2023.
  20. ↑ Shyama Krishna, Kumar (2023-09-01). "Best and Worst: Saudi artist Nujood Al-Otaibi discusses artistic process, evils of social media". Arab News. Retrieved 2023-11-23.
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