Recently, bat announced that it would integrate its UK e-cigarette product line vype into its global brand VUSE.
The London based tobacco company has been investing heavily in nonflammable nicotine products and plans to reach 50million users of its smokeless products by 2025. Earlier this year, it reported attracting 1.4 million new users of e-cigarettes and heating non burning tobacco products in the first quarter of 2021, as the company hopes to make profits on cigarette substitutes by 2025.
VUSE is the largest closed electronic smoke system in the UK, accounting for 44.2% of total sales, and is in the market leading position. It provides a wider, more interesting and less risky product for adult consumers, including e-cigarettes.
"UK's fastest growing closed system brand"
"In a fast-growing market, vype is beyond our expectations. It is the fastest growing closed system brand in the UK, with a total increase of 44 per cent in 2021, according to Nielsen's April figures. It also has a market leading overall sales share (44 percent) and independent stores (38 percent), "said khurram Durrani, British trade director of British tobacco.
Bat currently has 14.9 million smokeless products users
Meanwhile, with the increase of 1.4 million users, the number of users of the company has increased to 14.9 million, less than one third of the company's target. Bat must continue to accelerate its sales to achieve its goal. At the same time, the company plans to generate £ 5bn of annual revenue from three new products - VUSE vapes, velo and glo to heat non burning tobacco. This needs to be much higher than the growth achieved last year, with the company's sales of £ 1.4 billion last year, up 15 per cent year on year.