IMBBY - FDA issues marketing denial order on British American Tobacco vape products

2023-03-17 11:16:15 ET

The Food and Drug Administration issued marketing denial orders for multiple menthol e-cigarette products under the British American Tobacco ( NYSE: BTI ) umbrella.

The regulator said that R.J. Reynolds Vapor Company’s Vuse Solo brand, which includes the Vuse Replacement Cartridge Menthol 4.8% G1 and the Vuse Replacement Cartridge Menthol 4.8% G2 products, may not be marketed or distributed in the US. The ban was levied under regulations set forth by the 2009 Family Smoking Prevention and Tobacco Control Act which necessitate evidence that the flavored e-cigarettes provide an “added benefit for adult smokers relative to tobacco-flavored e-cigarettes.”

“The FDA is a data driven agency and science remains the cornerstone of our tobacco product regulatory activities,” said Brian King, Ph.D., M.P.H., director of the FDA’s Center for Tobacco Products. “The science has guided – and will always guide – the FDA’s decision making on premarket tobacco product applications, including today’s marketing denial orders.”

According to Statista, Vuse is second to Juul ( JUUL ) in terms of vaping market share. The two brands control two thirds of the market combined, with Imperial Brands’ ( OTCQX:IMBBY ) blu and Altria ( MO ) acquisition target NJOY holding a notable slice of the remaining market share.

Read more on Altria’s agreement to acquire NJOY .

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