British American Tobacco: 7 products passed PMTA, the largest market authorization portfolio

British American Tobacco: 7 products passed PMTA, the largest market authorization portfolio

British American Tobacco Group's Reynolds Vapor Company's Vuse Alto e-cigarette products have obtained FDA marketing authorization. Group CEO Tadeu Marrocco emphasized that this authorization supports the group's multi-category strategy and vision of a smoke-free world, while calling on the FDA to step up its crackdown on the illegal e-cigarette product market.

On July 18, according to the official website of British American Tobacco (BAT), BAT said that its US subsidiary Reynolds Vapor Company's Vuse Alto 7 e-cigarette products have obtained marketing authorization from the US Food and Drug Administration (FDA).

After an extensive scientific review, the FDA issued a marketing authorization to R.J. Reynolds Vapor Company on July 18, involving the Vuse Alto Power Unit and six closed, pre-filled and non-refillable Vuse Alto tobacco-flavored cartridges.

The pre-market tobacco product application (PMTA) submitted by Reynolds Vapor Company in 2020 included rigorous scientific research on Vuse Alto. These studies build on previously submitted scientific research on Vuse Solo, Vuse Vibe and Vuse Ciro, which received marketing authorization for original flavors in October 2021 and May 2022, respectively. The scientific studies in these applications show that continued marketing of Vuse Alto, Vuse Vibe, Vuse Ciro and Vuse Solo tobacco flavored products is appropriate to protect public health.

Tadeu Marroco, CEO of British American Tobacco Group, said:

"We welcome the FDA's decision to approve the Vuse Alto device and its flavors. This authorization not only reflects our commitment to a multi-category approach, but also supports our vision of achieving a 'better tomorrow'. We currently have the largest portfolio of e-cigarette market authorizations available to the US market, which will help us provide adult smokers with more potentially reduced-risk product options."

Marroco emphasized that the successful promotion of legal e-cigarette products requires the FDA to take more measures to combat the illegal e-cigarette product market, which is often deliberately marketed to young people. He added: "By providing adult smokers with a diverse range of potentially reduced-risk products, we are taking solid steps towards our goal of creating a smoke-free world."

Although the Vuse Alto device and its flavors have been authorized, British American Tobacco Group is still actively responding to the FDA's marketing denial order for Alto menthol and mixed berry flavors issued in October 2023. According to the court order, the FDA's denial order for Alto menthol products has been shelved, which means that adult nicotine consumers can still purchase these products.

British American Tobacco Group said it will continue to work with regulators to ensure the healthy development of the e-cigarette market while providing consumers with more legal and safe e-cigarette product choices.