British American Tobacco (BAT)’s US subsidiary, Reynolds Electronics, has introduced a new nicotine-free vape brand Sensa.
As the leader in the US e-cigarette market with its Vuse brand, Reynolds aims to expand its offerings with Sensa, catering to adult consumers who seek zero-nicotine options. Sensa is designed to provide a range of flavors and greater flexibility for those who enjoy e-cigarettes but prefer to avoid nicotine.
Valerie Mras, Senior Vice President of E-Cigarettes at Reynolds American, highlighted that the move to add zero-nicotine products stems from a deep understanding of consumer preferences in the e-cigarette market. This expansion is expected to enhance Reynolds’ competitiveness in a mature category already established in numerous countries.
The Sensa line features a child lock mechanism to prevent accidental usage and supports sustainability through Call2Recycle’s battery recycling program, ensuring environmentally responsible disposal.
The Vape brand Sensa
The company emphasizes that the Vape brand Sensa is intended for adult consumers aged 21 and over, with all marketing and website content restricted to this age group to prevent access by minors.
