On July 18, according to the official website of British American Tobacco (BAT), BAT said that its US subsidiary RJ Reynolds Vapor Company’s Vuse Alto 7 electronic cigarette products obtained marketing authorization from the US Food and Drug Administration (FDA).
After an extensive scientific review, the FDA issued marketing authorization to R.J. Reynolds Vapor Company on July 18 for the Vuse Alto Power Unit and six closed, pre-filled and non-refillable Vuse Alto tobacco-flavored bombs.
Reynolds E-Cigarette’s pre-market Tobacco Product Application (PMTA) filed in 2020 included rigorous scientific research on the Vuse Alto. These studies build on previously submitted scientific studies for Vuse Solo, Vuse Vibe, and Vuse Ciro, which received original marketing licenses in October 2021 and May 2022, respectively. The scientific studies in these applications show that the continued marketing of Vuse Alto, Vuse Vibe, Vuse Ciro and Vuse Solo tobacco-flavored products is appropriate to protect public health.
Tadeu Marroco, chief executive of British American Tobacco, said:
“We welcome the FDA’s decision to approve the Vuse Alto device and its flavor. This mandate not only demonstrates our commitment to a multi-category approach, but also supports our vision for a Better tomorrow.” Currently, we have the largest portfolio of e-cigarette market licenses offered to the U.S. market, which will help us provide adult smokers with more potentially risk-reducing product options.”
Maroco stressed that the successful promotion of legal e-cigarette products requires the FDA to do more to crack down on the market for illegal e-cigarette products, which are often deliberately marketed to young people. “By providing adult smokers with a diverse range of potentially risk-reducing products, we are taking solid steps towards our goal of a smoke-free world,” he added.
Despite the authorization of the Vuse Alto device and its flavors, BAT is still actively responding to the FDA’s October 2023 marketing denial order for Alto menthol and mixed berry flavors, which has been put on hold following a court order. That means adult nicotine consumers can still buy these products.
British American Tobacco said it will continue to work with regulators to ensure the healthy development of the e-cigarette market, while providing consumers with more legal and safe choices of e-cigarette products.