BAT Launches Vuse Ultra Smart Vape with App Control

British American Tobacco (BAT) is rolling out its new flagship vaping device, Vuse Ultra, marking a significant push into the premium, high-tech segment of the market. The device is making its global travel retail debut in partnership with Gebr. Heinemann at Frankfurt Airport and is simultaneously being introduced to convenience retailers in the UK.

Vuse Ultra is designed to set a new benchmark in vape innovation with a host of smart features. A key component is its ClearView™ display, which offers users real-time monitoring of power settings, battery life, and e-liquid levels. The device also incorporates Bluetooth connectivity, allowing it to pair seamlessly with the MyVuse app. Through the app, users can access functions like CloudControl™ to adjust vapor intensity and Flavour Autotune to personalize taste preferences, offering low, medium, or high intensity settings. Other app-based features include the ability to remotely auto-lock the device and a “find my vape” function for misplaced devices.

The sleek, ergonomic device supports wireless and USB-C charging and is being rolled out in market-tailored colors, such as Charcoal Black for Germany and Indigo Blue for the UK. In the UK convenience sector, the initial push is focused on London, with some 2,000 independent stores selected to sell the device and its refill pods. The device retails for £30, with a two-pack of pods priced at £9. Each pod contains 2ml of 20mg nicotine e-liquid and is designed to deliver up to 2,000 puffs.

Andy Hrstic, General Manager for China and Global Travel Retail at BAT, stated, “With its cutting-edge design, seamless connectivity and personalized control, Vuse Ultra offers adult consumers a truly advanced vaping experience.” He emphasized that the launch supports BAT’s mission to accelerate the switch from cigarettes to smokeless products worldwide. Susanna De Iesu, BAT’s Commercial Director for the UK & Ireland, added, “Not every vaper is the same. Ultra by Vuse is all about being able to personalise your device.”

Partners at Frankfurt Airport Retail and Gebr. Heinemann praised the collaboration, noting that the premium, experiential launch of Vuse Ultra brings cutting-edge innovation to the travel retail space and helps reshape how nicotine alternatives are presented to adult global travelers.

• News source: BAT unveils Vuse Ultra at Frankfurt Airport: a global travel retail first
• News source: Ultra by Vuse high-tech vape rolling out into independent stores

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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