2FIRSTS | BAT Launches Flavored Vuse Pro With Age-Verification Technology in U.S. Without FDA Authorization
BAT has launched its flavored Vuse Pro e-cigarette in the U.S. with mandatory age-verification but without FDA marketing authorization.Summary
British American Tobacco's Reynolds American has begun selling Vuse Pro, a flavored e-cigarette with mandatory age-verification technology, in parts of the U.S. without FDA marketing authorization. The product, available in four non-tobacco flavors (Peach, Berry, Watermelon, Fresh Mint), requires users to verify age via a smartphone app and activate the device through Bluetooth. The launch is part of BAT's 2026 U.S. strategy, targeting distribution across about 50,000 retail outlets by the end of the year. The move follows the FDA's revised enforcement guidance, which lowers priority against unauthorized products that are under review and have accepted applications. Vuse Pro's rollout also builds on recent FDA precedents authorizing age-verified devices like Glas G2, suggesting a pathway for flavored products with strong youth-access controls. Despite these developments, unauthorized e-cigarettes still dominate the U.S. market, accounting for an estimated 69.4% of dollar sales in key retail channels as of December 2025.
(Source：2Firsts)
