British American Tobacco has launched its first e-cigarette in the UK. The move follows the acquisition of CN Creative in December 2012.
The company claims to be the first tobacco company to launch an e-cigarette in the UK market and, as such, said it understands what smokers/consumers really want from the experience of an e-cigarette.
The e-cigarette is branded Vype and will be available for sale on-line with plans to move into mainstream retail outlets from September 2013.
According to British American Tobacco, Vype uses a nicotine e-liquid that is made in the UK to current Good Manufacturing Practice (cGMP) standards and contains only pharmaceutical grade nicotine.
The e-cigarette is currently available in a disposable format, with plans to supplement the product range with a rechargeable version in the near future.
British American Tobacco said the development of inhaled nicotine products, which includes e-cigarettes, is a natural extension of its approach to tobacco harm reduction which has been evolving over a number of years.
“E-cigarettes are an important part of the UK Government’s approach to tobacco harm reduction and we believe that it is our role to provide smokers/consumers with products which they will find acceptable and want to use,” it said.