The Swiss Tobacco Exhibition was held at the Palexpo Convention Center in Geneva, Switzerland. Two Firsts have observed that VUSE, an e-cigarette brand under British American Tobacco (BAT), has launched a new pop-up e-cigarette, Vuse Ultra. This product is equipped with an AMOLED screen and is the first e-cigarette with a screen launched by the VUSE brand.
Specifically, the Vuse Ultra is equipped with a small-sized AMOLED screen, which can display information such as battery power, remaining e-liquid level and startup animation. Users can adjust the power through the buttons on the side of the product, and the corresponding gear mode will also be displayed on the screen.
A QR code is printed on the product packaging. Besides, when starting the e-cigarette, a QR code will also be displayed on the screen. Two Firsts scans revealed that the QR code pointed to an application specifically designed for Vuse e-cigarettes. On Google Play, this application is named “MYVUSE”, while in the “App Store” of iPhone, it is named “Nuviu”.
According to the introduction of the MYVUSE app, users can customize a personalized e-cigarette experience through this app. The specific functions include usage tracking, searching, and cloud control, etc.
From the perspective of product design, Vuse Ultra, as a rechargeable e-cigarette, is equipped with 2ML of e-liquid and its battery part is detachable. This design complies with the new regulations of the EU Battery Regulation to be implemented in 2026, that is, by 2026, batteries in portable devices (such as disposable e-cigarettes) must be easily removable and replaceable by the user themselves.
We communicated with the staff of the VUSE brand and learned that currently, the Vuse Ultra has been officially sold in the Canadian region, and it is also planned to be launched in markets such as the United Kingdom, France, and Germany in the future.