Imperial Tobacco Canada Opens First Vape Shop

The retail location in Toronto will have a full range of Vuse vapor products. 

September 23, 2020

MONTREAL, Quebec—Imperial Tobacco Canada, a wholly-owned subsidiary of British American Tobacco, announced it has opened a new retail store in Toronto that offers adults a full-range of Vuse vapor products. The company said it will continue to offer a “select portfolio” of vaping products at convenience stores in Canada.

“The opening of our first Vuse store in Canada is an important component of our harm reduction strategy and an integral part of our goal to reduce the health impact of our business by offering a greater choice of less risky products to adult consumers,” said Ralf Wittenberg, president and CEO at Imperial Tobacco Canada, in a press release.

Many health groups, including Public Health England, have estimated that vaping products are at least 95% less harmful than traditional cigarettes.

“As technology advances and social attitudes towards reduced risk products change, we believe that embracing the principles of harm reduction can play a key role in helping Health Canada achieve its goal of reducing Canada's smoking rate to less than five percent by 2035,” said Wittenberg. “We are particularly proud to be opening this store during these difficult times. This one location has the potential to have a positive impact on thousands of smokers in Toronto, and we look forward to opening Vuse stores in other Canadian cities when and where regulations permit.”

In the U.S., R.J. Reynolds Vapor Company, a unit of Reynolds American Inc., earlier this month said it has submitted Premarket Tobacco Product Applications (PMTAs) to the U.S. Food and Drug Administration seeking orders authorizing the marketing of Vuse Alto electronic nicotine delivery systems. Reynolds first submitted a PMTA application in October 2019 for Vuse Solo and submitted additional applications for its Vuse Ciro and Vuse Vibe vapor products in April 2020. Applications for VELO lozenge and pouch products were submitted in August. In all, 13 Vuse Alto products are included in the Vuse Alto PMTAs.

British American Tobacco last November said it would consolidate its product portfolio under three global category brands—Vuse for vapor products, Velo for modern oral products and glo for tobacco heating products.

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