In July, the U.S. Food and Drug Administration (FDA) authorized the marketing of seven e-cigarette products from manufacturer R.J. Reynolds Vapor Company—the Vuse Alto Power Unit and six Vuse Alto tobacco-flavored pods, which are sealed, pre-filled and non-refillable. The six Vuse Alto flavored pods are available in two flavors, Golden Tobacco and Rich Tobacco, with three nicotine levels for each (1.8%, 2.4% and 5%).
Reynolds’ new products align with the company’s focus on tobacco harm reduction (THR) and commitment to offering consumers “potentially less risky” nicotine product options. The company said it is “fully committed to meeting the preferences of adult nicotine consumers through our goal of creating A Better Tomorrow by Building a Smokeless World,” and becoming a predominantly smokeless business by 2035.
“The FDA states that tobacco product categories containing nicotine pose different degrees of health risks to the consumer, referred to as the continuum of risk. Combustible products, or products that burn tobacco, are the most risky, and other products, such as tobacco heating products, nicotine pouches and e-cigarettes [such as Reynolds’ Vuse Alto products], present potentially lower levels of risk,” Cory McDade, senior director, trade marketing development at Reynolds American Inc. said in an email to NACS.
McDade added that today’s consumers are looking for new tobacco products as cigarette usage declines.
“Harm reduction is a proven effective strategy and follows the logic that educating adult consumers and providing them with access to potentially less harmful products promotes positive behavior changes, reduces individual risks and ultimately yields genuine strides in public health,” said McDade. “Adult smokers who are uninterested in quitting tobacco products altogether have the option to switch to potentially reduced risk product categories.”
The company also recently filed its final PMTA submission for its Vuse Pro age-gated device.
The electronic nicotine delivery system (ENDS) device platform connects to a mobile application that verifies the consumer’s age through a third-party provider prior to unlocking for use. Once verified, the device will unlock and uses a unique design to only allow compatible Vuse Pro pods to be used. The technology and mobile application also enable features such as auto-lock and proximity lock to further secure device access.
According to the company, it will continue to develop innovative product alternatives backed by scientific research. “Reynolds champions THR in various ways, including product development and science, regulatory engagement with the FDA and external engagement with interested stakeholders. We remain optimistic that policy makers and regulators will adopt tobacco harm reduction policies that support the growth of potentially less harmful products. We now need sensible regulatory pathways to deliver innovations to adult tobacco consumers faster. By prioritizing science and innovation, we aim to be a catalyst for substantive dialogue and solutions,” McDade said.