- New vaping flavours and new kits for BAT UK’s flagship Vype brand offer trade partners and adult smokers a seamless transition ahead of menthol ban
- Forthcoming menthol ban this month (May 20) impacts up to 23% of UK smokers who could now be looking for alternative menthol products
- Vype has won Product of the Year award twice in a row with Vype ePen 3 in 2019 and Vype ePod in 2020
BAT UK is launching a range of new menthol vaping flavours and starter kits for its award-winning Vype brand. Designed for smokers of menthol tobacco products ahead of the ban later this month, the expansion of BAT UK’s portfolio will offer the 23% of smokers who will be without their preferred product a viable menthol alternative.
BAT UK’s new menthol portfolio includes Peppermint Tobacco, Just Mint and Creamy Mint flavours. These add to the Crisp Mint – Vype’s bestselling flavour – Chilled Mint and Crushed Mint products already enjoyed by vapers. Alongside the launch of new flavours, BAT UK is also bringing to market limited edition Vype ePen 3 and Vype ePod starter kits for smokers who want to use the menthol ban as an opportunity to switch.
Flavours play an increasingly important role for adult smokers in switching from cigarettes to vaping. This latest move by BAT UK demonstrates its long-term commitment to smoke-free, alternative nicotine products.
For adult smokers seeking to continue using conventional cigarettes, BAT UK has been innovating across its Pall Mall, Vogue and Rothmans brands to replace menthol cigarettes. The new portfolio now more closely mirrors the experience of smoking a menthol cigarette, with new blends, an innovative tube filter and new formats across the range, providing meaningful differentiation for adult smokers who previously preferred menthol.
BAT UK’s portfolio reflects its commitment to build A Better Tomorrow by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for consumers.
Fredrik Svensson, BAT UK & Ireland General Manager, said: “The upcoming ban on menthol cigarettes is inevitably going to leave many adult smokers without their preferred product. That’s why it’s crucial that we are able to accommodate those looking for alternatives, particularly consumers who see the ban as an opportunity to make the switch to vaping.”
“Our expanded portfolio means we can offer UK nicotine users a variety of alternatives developed and tested to suit their tastes and preferences, and we want menthol smokers to know that our award-winning alternatives are out there now.”
“This evolution offers a significant sales opportunity for retailers who are prepared and react ahead of the ban. BAT UK hopes all these new innovations will continue to help our retailers to thrive.”
 Nielsen, UK Menthol Cigarette Volume, 19.10.19