BAT has announced the integration of its UK e-cigarette product line Vype into global brand Vuse. By taking the best from Vype, it says, the migration will allow a more cohesive focus on innovation, customer satisfaction and sustainability projects.

Vuse is the biggest closed system vaping offered in the UK with a market-leading share of overall sales (44.2%**) and provides adult consumers with a wider range of enjoyable and less risky products, including vaping products. The investment in Vuse is part of a global focus on ‘new categories’ and is part of BAT’s transformation journey to build A Better Tomorrow with a commitment to reducing the health impact of its global business.

All models are backwards compatible so users can Vuse pods on Vype devices, and vice versa. Meanwhile, there is no sacrifice to flavour or enjoyment, with the launch bringing with it a host of new flavours and more innovative designs.

Vuse will be available in all the same retailers and has been rebranded to make it easier to spot in store and online. Flavours and devices are visualised through multi-dimensional shapes on the packaging that gives each flavour and device a unique design.

Khurram Durrani, Head of BAT UK Trade explained: “In a fast-growing market, Vype has exceeded our expectations. It’s the fastest-growing closed system brand in the UK, with year-on-year growth of 44% overall (and 36% in the independent and symbols category) in 2021. It also boasts a market-leading share of sales overall (44%) and in independent and symbol stores (38%), as of early April (Nielsen). And last year, more than two-thirds of the 686,000 regular vapour consumers used a Vype product. (Kantar).