BAT Launches Synthetic-Nicotine Vuse One to Counter Illicit Market

British American Tobacco (BAT) has announced the launch of Vuse One, a synthetic-nicotine disposable designed to compete with unregulated devices that dominate the U.S. market.

The decision marks a clear strategic shift for BAT, which had previously been critical of synthetic nicotine. Now, the company says it wants to offer adult smokers a legal and safer alternative to products often sold without oversight.

Vuse One has been introduced in select U.S. test markets while the Food and Drug Administration (FDA) reviews the product’s marketing application. BAT acquired the rights from a smaller company that filed on time before the regulatory deadline, allowing it to pursue a compliant route.

Industry observers say the move reflects both the size of consumer demand and the company’s desire to compete in categories currently filled by illicit imports. BAT has argued that Vuse One is intended to demonstrate that disposables can be produced within a regulated framework, protecting consumers and maintaining product quality.

Public health advocates have voiced concerns about youth appeal, although BAT insists its products are designed with adult smokers in mind. Analysts suggest that if approved, Vuse One could become a template for how larger firms engage with disposable products in a way that satisfies regulators while still offering harm reduction potential.

By entering this space, BAT is signaling that regulated disposables may still have a role to play. If companies can prove they help smokers switch away from combustible tobacco while minimising youth uptake, synthetic nicotine devices like Vuse One could become an important bridge between consumer demand and public health goals.

Topics