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Vuse
Product type	Electronic cigarette
Owner	Reynolds American
Produced by	Reynolds Vapor Co.
Introduced	2013; 12 years ago
Website	vuse.com

Vuse is an electronic cigarette produced by R. J. Reynolds Vapor Company, a subsidiary of the Reynolds American tobacco company. In 2015, it was the most popular e-cigarette in the United States with 33% market share in Nielsen-tracked channels. However, Vuse lost its top position in 2017, when Juul overtook it to become the most popular e-cigarette in the US.^[1] As of August 2018^[update], Vuse controlled 10% percent of the American e-cigarette market, compared to Juul's 72% market share.^[1] By September 2023, however, Vuse's market share stood at 41.5% versus Juul's 24.7% market share. ^[2]

The original Vuse digital vapor cigarette has a nicotine content of 4.8 percent,^[3] which is high compared to other e-cigarettes available in 2013.^[3]

History

R.J. Reynolds launched Vuse in a June 2013 press conference, the first time R.J. Reynolds launched a product with a press conference in two decades.^[4]^[5] R.J. Reynolds promoted Vuse with print, direct mail, and TV advertising, the latter of which is highly unusual for tobacco products in the United States.^[5] Vuse was launched in Colorado,^[5]^[6] but it quickly become available across the rest of the United States.^[1] In 2015, Jerod Harris filed a lawsuit against Vuse for "[failure] to inform customers of the potential health risks incurred by using the products; specifically, inhalation of the carcinogens formaldehyde and acetaldehyde," a violation of California state law.^[7]

In April 2018, R.J. Reynolds Vapor Company issued a recall of Vuse Vibe devices.^[8] It stated that the batteries of Vuse Vibe vaporizers were malfunctioning and overheating after injuries were reported.^[8] The cause of the malfunction has not been disclosed.^[8]

In August 2018, Vuse launched the Vuse Alto,^[9] a pod mod-type vaporizer, which is the variant of e-cigarette that Juul is.^[10] Vuse Alto pods have a 1.8mL capacity, which is higher than the Juul 0.7mL pod capacity. The Alto is marketed as a direct competitor to Juul.^[10]

In 2019, the US Food and Drug Administration started a review process to determine whether R.J. Reynolds Vapor Company's Vuse e-cigarette can claim that it is less risky than tobacco products.[1]

However, in 2021 researchers at Johns Hopkins University analyzed the vape aerosols of popular brands such as Juul and Vuse, and found "nearly 2,000 chemicals, the vast majority of which are unidentified."^[11]

In May 2022 the US Food and Drug Administration approved pre marketing for the Vuse Vibe Power Unit, the Vuse Vibe Tank Unit, and the Vuse Ciro Power Unit.^[12]

On October 12, 2023, the FDA issued Marketing Denial Orders for six flavored Vuse Alto pods, including the Menthol pod. The Tobacco flavored Alto pod is the only flavor now allowed to be sold by R.J. Reynolds in the United States. ^[13]

Motorsport sponsorship

In 2019, British American Tobacco (BAT), parent company of Reynolds American, signed a partnership deal with McLaren under its A Better Tomorrow campaign to promote BAT brands Vuse and Velo.^[14] The partnership was later enhanced, which includes partnering with the McLaren IndyCar Team.^[15] Vuse partnered with McLaren to race one-off liveries designed by emerging artists called Driven By Change at the 2021, 2022 and 2023 Abu Dhabi Grands Prix featuring the works of Egyptian-born, UAE-based artist Rabab Tantawy,^[16] Lebanese artist Anna Tangles^[17] and Saudi Arabian Nujood Al-Otaibi^[18]^[19] respectively.