BAT launches new nicotine free vape brand Sensa

R.J. Reynolds Vapor Company, a subsidiary of British American Tobacco (BAT) in the US, has announced the launch of a nicotine free vape product, Sensa.

R.J. Reynolds, whose Vuse vape brand is the market leader in the US, said Sensa will provide a zero nicotine vapour option for adult tobacco and vapour consumers who prefer “flavor, more choice, and more flexibility over their moments.”

“Adult tobacco and vapour consumers across the retail marketplace are looking for more options,” said Valerie Mras, senior vice president, vapor within the Reynolds American organisation.

“Adding a zero nicotine product to our growing vapor portfolio is driven by deep adult vapor consumer insights and enables us to responsibly compete within a category that is already well established in many countries.”

Sensa products include a locking feature to prevent unintended usage, and adult consumers of the device will have access to Call2Recycle’s battery recycling program, which will facilitate the responsible disposal of Sensa batteries.

The company said the Sensa portfolio of flavors is intended for adult tobacco and vapour consumers and does not include flavors intended to appeal to the underage. The product is intended to be sold only to adult tobacco and vapour consumers 21 and older; marketing touchpoints will be adult-oriented, and all web properties will be age-gated.