In the UK, the giant British American Tobacco (BAT) does not want to be outdistanced by competitors JUUL and IQOS. In this perspective, the tobacco company will launch a new generation e-cigarette: ISwitch Vype.
British American Tobacco (BAT) will launch in the UK a new e-cigarette that diffuses nicotine more effectively. It is therefore a new challenge launched by the tobacco giant to attract smokers to alternatives such as e-cigarette in a context of increasingly stringent regulation of smoking.
BAT launches this new product called ISwitch Vype who will have to face the competition of the IQOS Philip Morris International Inc, as well as the Juul, a newcomer to the industry that started selling its bestseller in the UK five months ago.
The ISwitch Vype is the result of 2,5's $ 1 billion BAT research campaign on smoking alternatives. As the name suggests, the company hopes the iSwitch will attract more smokers to push them into the transition to the vape. .
« There are many more smokers who have not yet found a satisfactory alternative" , said Elly Criticou, the e-cigarette sector manager at BAT, in a statement.
The iSwitch Vype will be offered in a standard version at a price of about £ 30 (33 €) and in a high-end version, the Maxx, at a price of about £ 50 (55 €).
The two devices are already available in five stores that BAT operates under the VIP brand in London, the Vype ISwitch is expected to be more widely available by the beginning of next year. The Pods are sold in packs of two at the price of 9 £ (10 €) approx.
According to the first information, the iSwitch allows the user to obtain a larger vapor. Instead of using conventional resistance to vaporize the e-liquid, this new device would be the first on the market to use a stainless steel heating blade. According to British American Tobacco this would also offer a bigger "hit".