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New menthol flavours for BAT’s Vype brand

May 11, 2020

vapebusiness

Vape brand Vype is the latest major name to launch menthol-flavoured products to capitalise on this month’s menthol ban.

The British American Tobacco-owned vape system’s new flavours and starter kits aim to offer “trade partners and smokers [a] seamless transition ahead of the menthol ban”, the company said.

New arrivals include Peppermint Tobacco, Just Mint and Creamy Mint flavours, adding to the existing bestselling flavour Crisp Mint as well as Chilled Mint and Crushed Mint. The company also revealed two limited edition starter kits for the Vype ePen 3 and Vype ePod vape pen systems.

Fredrik Svensson, BAT’s general manager, said: “The upcoming ban on menthol cigarettes is inevitably going to leave many 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.”

The company added that flavour increasingly plays an important role in helping smokers switch from cigarettes to vaping.

While BAT has a long-term commitment to helping smokers switch to “smoke-free alternative nicotine products”, the company has also innovated it major cigarettes brands such as Pall Mall and Vogue to replace menthol sticks.

The firm said: “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 smokers who previously preferred menthol.”