New Electronic Cigarette Brand

Vype are a new premium e-cigarette brand launched by British American Tobacco. Manchester based company CN Creative were last year bought by BAT for an undisclosed sum, and this is the first electronic cigarette released by the tobacco company. Vype are disposable e-cigarette devices and contain ECOpure e-liquid, which is manufactured and tested in their Manchester research laboratories. The Vype website was launched in July and so far the interest in the new e-cigarette seems to be growing.

Vype disposable e-cigarettes are aimed at existing smokers and are designed to look and feel like a tobacco cigarette. The same size as a king-size cigarette and a similar weight, they feature a soft-tip filter to give a more comfortable and realistic experience. Designed to look like a conventional tobacco cigarette, they feature an LED light on the end which glows a soft red colour when in use. The recent trend in the e-cigarette market is for devices which look similar to tobacco cigarettes compared to the larger first generation devices which had little resemblance to cigarettes.

The electronic cigarette market is rapidly expanding with an increasing number of people choosing to vape. Analysts at Wells Fargo have predicted that by 2023 more people could be using e-cigarette devices than smoking conventional tobacco cigarettes. British American Tobacco are one of a number of large tobacco companies who have diversified into the e-cigarette market. BAT are an example of how businesses expand their product range into other areas to stay relevant and ahead of competitors. For smaller businesses, it can be difficult to expand into other sectors and new emerging markets, such as the e-cigarette industry.

More than half of this year’s sales of electronic cigarette devices have been online, demonstrating a strong online market for the product. A number of brands have begun to expand into convenience shops and supermarkets. Earlier this year, the MHRA (Medicines and Healthcare products Regulatory Agency) announced that from 2016, e-cigarettes will be regulated as medicine. This much publicised decision will undoubtedly have an impact on the electronic cigarette market and mean companies have to undergo strict testing before they are approved.