Reynolds American’s vaping subsidiary, Reynolds Vapor Company, has started selling four new flavored Vuse Pro vape pods in selected US markets, introducing Peach, Berry, Watermelon and Fresh Mint options.
However, the newly launched Vuse Pro flavored pods have not received FDA marketing authorization, meaning they are not currently included on the US Food and Drug Administration’s list of authorized electronic nicotine delivery system (ENDS) products.
The launch highlights the increasingly complex situation surrounding the US vaping market regulations, where companies are expanding product offerings while navigating FDA authorization requirements and evolving enforcement policies.
New Vuse Pro Flavors Appear in Selected US Retail Stores
According to reports from STAT, the new Vuse Pro flavored pods were discovered at a GetGo convenience store and gas station in suburban Ohio.
Reynolds confirmed that the flavored Vuse Pro pods have entered sales in Ohio and some additional markets, but the company has not disclosed the full list of states involved or the total number of retail locations currently carrying the products.
Reynolds Vapor Company operates under Reynolds American Inc., which is the US subsidiary of British American Tobacco (BAT).
The newly launched flavors include Peach, Berry, Watermelon and Fresh Mint, joining the growing range of newly vape products designed for adult nicotine consumers.
- Peach
- Berry
- Watermelon
- Fresh Mint
These options expand the Vuse product lineup beyond the tobacco-focused flavors that have previously received FDA authorization.
Vuse Pro Pods Offer 5% Nicotine Strength and 2ml Capacity
According to the Vuse US website FAQ, Vuse Pro pre-filled pods contain approximately 5.0% nicotine by weight (NBW), a measurement that differs from other nicotine strength calculations used in vape products.
Reynolds also confirmed that each Vuse Pro pod contains 2.0ml of e-liquid.
The company stated that the new Vuse Pro flavored pods are being introduced in states where Vuse products are already available and that sales comply with applicable state regulations.
Reynolds also highlighted several measures designed to prevent underage access, including:
- Mandatory ID scanning during purchase
- Purchase quantity restrictions
- Retailer accountability requirements
- Strict age-restricted marketing standards
The company said these measures aim to expand choices for adult nicotine consumers while reducing youth access risks.
New Vuse Pro Pods Work With FDA-Authorized Vuse Alto Hardware
One important distinction is that the Vuse Pro pods themselves are different from the Vuse Alto device authorization status.
The Vuse US FAQ states that Vuse Pro pre-filled pods are compatible with Vuse Alto devices. It also notes that Vuse Alto hardware can be used with both Vuse Alto and Vuse Pro pods.
During FDA review, the official product name for the Alto hardware was listed as Vuse Alto Power Unit.
On July 18, 2024, the FDA issued Marketing Granted Orders (MGOs) for:
- Vuse Alto Power Unit
- Six Vuse Alto tobacco-flavored pods
The authorized pods included:
- Golden Tobacco
- Rich Tobacco
Each flavor was approved in multiple nicotine strengths.
However, the FDA authorization covered only the Vuse Alto Power Unit and those six tobacco-flavored pods. It did not include the newly launched Vuse Pro Peach, Berry, Watermelon or Fresh Mint pods.
Therefore, the current situation is:
- Vuse Alto device: FDA authorized
- New Vuse Pro flavored pods: Not listed as FDA authorized
Reynolds Previously Submitted PMTA for a Vuse Pro Age-Verification Device
The new Vuse Pro flavored pods should not be confused with another Vuse Pro product announced by Reynolds in 2024.
On June 27, 2024, Reynolds Vapor Company announced that it had submitted a Premarket Tobacco Application (PMTA) to the FDA for a Vuse Pro age-gated device.
That product was described as a connected electronic nicotine delivery system platform linked with a smartphone application.
According to Reynolds, the device was designed with additional age-verification technology. Before activation, a third-party service would verify whether the user met the legal purchasing age requirement.
The platform also included features such as:
- Automatic locking
- Proximity-based locking
- App-based age verification
Reynolds stated that the PMTA submission included nearly 80,000 pages of scientific evidence covering 97 studies related to the Vuse Pro platform.
However, publicly available information does not confirm whether the newly launched Vuse Pro flavored pods are part of that previous PMTA submission.
FDA Enforcement Guidance Does Not Equal Marketing Authorization
The Vuse Pro flavored pod launch comes after the FDA introduced updated enforcement guidance regarding certain unauthorized tobacco products.
In May 2026, the FDA released a final guidance document titled “Enforcement Priorities for Certain New Tobacco Products Marketed Without Premarket Authorization.”
The guidance addressed certain electronic nicotine delivery systems (ENDS) and nicotine pouch products that are marketed without FDA premarket authorization.
The FDA emphasized that new tobacco products cannot legally be marketed in the United States without appropriate authorization.
However, under certain conditions, the agency may choose not to prioritize enforcement actions against some unauthorized products.
These conditions may include situations where:
- A pending application has been accepted and formally filed for review
- Certain supplemental applications meet FDA requirements
- For non-tobacco-flavored ENDS products, available data support evaluation of whether marketing would be appropriate for the protection of public health (APPH)
The FDA also clarified that enforcement priorities do not represent marketing approval.
A product receiving lower enforcement priority does not mean the product has received FDA authorization or that it will eventually obtain marketing approval.
BAT Expands US Vuse Strategy With New Adult-Focused Flavors
The introduction of the Vuse Pro flavored pods follows British American Tobacco’s previously announced plans to expand its US nicotine product portfolio.
In its 2026 half-year financial results, BAT reported strong growth in its US “New Categories” business, with revenue increasing 58.1% on a constant currency basis during the first half of the year.
BAT said future growth would be supported by products including Velo Max nicotine pouches and a “select range of adult-focused Vuse flavours.”
The company also referenced the FDA’s updated enforcement priorities for ENDS and modern oral nicotine products as part of the changing US regulatory environment.
BAT CEO Tadeu Marroco previously stated that the company planned to introduce selected Vuse flavors aimed at adult consumers during the second half of 2026.
FDA Policy Change Creates Debate Across the Industry
The FDA’s updated enforcement approach has generated different opinions among public health experts and tobacco companies.
Former FDA Center for Tobacco Products Director Mitch Zeller criticized the policy, arguing that it could encourage manufacturers to introduce products before receiving marketing authorization.
Cristine Delnevo, director of the Rutgers Institute for Nicotine and Tobacco Studies, also expressed concerns that companies may have less incentive to wait for authorization if they believe regulatory advantages are limited.
Meanwhile, BAT welcomed the updated enforcement approach, saying it could help the company better utilize its multi-category nicotine portfolio in the US market.
Despite these differing views, the FDA maintains that enforcement priorities do not change the requirement for tobacco products to obtain marketing authorization before legal commercialization.
Conclusion: Vuse Pro Flavor Expansion Faces Regulatory Questions
Reynolds’ launch of Peach, Berry, Watermelon and Fresh Mint Vuse Pro pods represents a significant expansion of the Vuse product lineup in the US market.
While the compatible Vuse Alto hardware has FDA authorization, the newly introduced Vuse Pro flavored pods themselves are not currently listed among FDA-authorized products.
The situation reflects the broader challenges facing nicotine companies as they balance product innovation, consumer demand and increasingly detailed regulatory requirements.
For the US vaping industry, future growth will depend not only on introducing new flavors and technologies but also on how companies navigate FDA authorization standards and evolving enforcement policies.