Vuse

Vuse Digital Vapor Cigarette, commonly known as Vuse (rhymes with "news"[1]), is an electronic cigarette produced by R. J. Reynolds Vapor Company, a subsidiary of Big Tobacco company Reynolds American. In 2015, it was the most popular e-cigarette in the United States with 33 percent market share in Nielsen-tracked channels (a declining proportion of the total).[2] Also in 2015, it was the best selling e-cigarette device in convenience stores in the US.[3] However, Vuse lost its top position in 2017, when Juul overtook it to become the most popular e-cigarette in the US.[4] As of August 2018, Vuse controls 9.6 percent of the American e-cigarette market, compared to Juul's 72.1 percent market share, according to Nielsen data.[4]

A VUSE electronic cigarette.

The original Vuse digital vapor cigarette has a nicotine content of 4.8 percent,[5] which is high compared to other e-cigarettes available in 2013.[5]

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.[1][6] 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.[6] Vuse was launched in Colorado,[6][7] but it quickly become available across the rest of the United States.[4] 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.[8]

In April 2018, R.J. Reynolds Vapor Company issued a recall of Vuse Vibe devices.[9] It stated that the batteries of Vuse Vibe vaporizers were malfunctioning and overheating after injuries were reported.[9] The cause of the malfunction has not been disclosed.[9]

In August 2018, Vuse launched the Vuse Alto,[10] a pod mod-type vaporizer, which is the variant of e-cigarette that Juul is.[11] The Alto is marketed as a direct competitor to Juul.[11]

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.

References
  1. Mangan, Dan. "Reynolds American Sees E-Cigarette Launch as a 'Game Changer'". CNBC (6 June 2013). Retrieved 28 August 2018.
  2. Melissa Vonder Haar (18 August 2015). "Nielsen: Electronic Cigarette Sales Growth Declines". CSPnet. Retrieved 13 September 2015.
  3. Craver, Richard (4 September 2015). "'Vapers,' vendors say they are here to stay". Winston-Salem Journal. Retrieved 14 September 2015.
  4. Craver, Richard (25 August 2018). "Juul expands e-cig market share gap with Reynolds' Vuse". Winston-Salem Journal. Retrieved 28 August 2018.
  5. Samara Lynn (27 November 2013). "Vuse Digital Vapor Cigarettes". PC Magazine.
  6. Sebastian, Michael; McDermott, John (10 June 2013). "Is Big Tobacco Back as a Big Advertiser?". Ad Age. Retrieved 28 August 2018.
  7. Patricia N Kime (25 July 2013). "Exchanges now sell e-cigarettes, but military officials haven't sorted out all the rules". MilitaryTimes. Retrieved 14 September 2015.
  8. Lucy C (11 September 2015). "Facebook, E-Cigarettes, RV Refrigerators". LawyersandSettlements.com Legal Blog. Retrieved 14 September 2015.
  9. Bollinger, Luke (16 April 2018). "Reynolds American subsidiary issues recall of e-cigarette power units". The Business Journals.
  10. "vuse alto". RJR Vapors. Retrieved 28 August 2018.
  11. Craver, Richard (17 July 2018). "Reynolds Vapor prepares national launch of new e-cig rival to Juul". Winston-Salem Journal. Retrieved 28 August 2018.
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