British American Tobacco Plans to Launch Disposable Vape in U.S. Amid Rising Demand

British American Tobacco (BTI) plans to offer its first disposable vape in the US, despite FDA approval not being secured. The move comes amid rising demand for disposable vapes, which have been criticized for their high nicotine levels and appealing flavors. BTI's US spokesperson stated that the company will use internal compliance procedures, such as age verification and limited distribution, instead of relying on FDA clearance. BTI is a British consumer goods company that manufactures and distributes tobacco and nicotine products.

British American Tobacco Plc (BTI), a British consumer goods company, has announced plans to introduce its first disposable vape product, Vuse One, in the United States. The move comes amidst a surge in demand for disposable vapes, which are often criticized for their high nicotine levels and appealing flavors. Despite the U.S. Food and Drug Administration (FDA) not having approved the product, BTI intends to launch Vuse One using internal compliance procedures, including age verification and limited distribution [1].

The decision to enter the U.S. disposable vape market is a significant shift for BTI, which has previously lobbied lawmakers and pursued legal actions to block unauthorized devices. The company's U.S. spokesperson, Luis Pinto, stated that the company is weighing the risks and benefits of launching Vuse One without FDA approval. Pinto emphasized that BTI will enforce internal compliance measures to prevent youth access and promote responsible use [2].

The market for disposable vapes in the U.S. is estimated to be around $8 billion, with single-use vape sales accounting for approximately 70% of total industry sales. The growing popularity of these products has led BTI and its competitors to reconsider their stance on unauthorized devices [2].

The FDA has stressed that marketing a product without premarket authorization is unlawful. While BTI has a pending application for Vuse One, the agency has not granted a "legal safe harbor" for sales. The company has cited the FDA’s use of "enforcement discretion" in other cases to justify its launch. However, public health advocates and consumer groups have criticized BTI’s decision, warning that internal compliance measures cannot replace FDA premarket authorization and that public health risks remain significant [2].

The tobacco industry's impact on public health is substantial, with tobacco use being the leading preventable cause of disease and death in the U.S. According to the Centers for Disease Control and Prevention (CDC), around 2.5 million U.S. high school students reported using e-cigarettes in 2024, many of whom favor disposable devices with high nicotine concentrations and sweet flavors [2].

References:
[1] https://finance.yahoo.com/news/british-american-tobacco-bti-plans-115525433.html
[2] https://anewz.tv/business/economy/12247/bat-announces-vuse-one-vape-before-fda-approval/news