BAT launches Vuse Ultra in UK with premium focus and app-connected features
September 26, 2025
Vuse Ultra
British American Tobacco (BAT) has unveiled its latest next-generation vapour device, Vuse Ultra, at a high-profile launch event in London’s West End.
The launch, held at Aqua Kyoto on Regent Street, showcased the new closed-system device designed to bring greater personalisation to the vaping experience. Alongside the device, BAT has introduced the MyVuse app, which allows adult consumers to track flavour and performance parameters, offering features such as auto-tune and puff tracking.
Speaking to Asian Trader, Dr Sally Bell, Head of Product at BAT’s Southampton research laboratories, highlighted that Vuse Ultra pods are backward-compatible with existing Vuse devices. “If retailers are still stocking some of the older pods, or if you are a Vuse consumer and have old pods, you can use them with a new device,” she said. “But it’s with the Ultra pod and the Ultra device together that you get to experience the unique new features.”
Priced at £30 for the device and £9 for a 2ml pod (around 200 puffs), Vuse Ultra will initially be available in around 2,000 convenience outlets across London and a handful of other UK cities, with a wider rollout and promotional campaign to follow.
On flavours, BAT’s Commercial Director Susanna De Iesu emphasised the brand’s focus on quality and compliance: “There’s no sucralose added, no vitamin E acetate, and we’re using the best materials and flavours. We have decided to have some continuity flavours, more traditional ones like tobacco and mint, but also some that are designed to offer quite different experiences, like Dragon Fruit Pomegranate or Mango Calamansi.”
Retailers can expect to see four core flavours – tobacco, mint, Cherry Ice and Dragon Fruit Pomegranate – with an extended range of eight flavours available for those looking to expand their offering.
“What is important to underline is that Vuse only carries adult type of flavours. We don’t go towards sweet drinks and those types of flavours,” De Iesu said.
She added that Vuse Ultra is aimed at the premium segment of the market: “Because Vuse Ultra is something that doesn’t really exist in the vape market, it requires a more connected, personalised type of offer. We’re starting with selected areas and outlets before expanding, and we have all sorts of tools to help retailers with the device and pods, and at the moment we are distributing via our Trade Representatives, with the pods available via our B2B online platform.”
