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In 2015, it was the preferred e-cigarette within the United States with 33% market share in Nielsen-tracked channels. Vuse controlled 10% percent of the American e-cigarette market, compared to Juul's 72% market share. In 2017, British American Tobacco (BAT) bought Reynolds American Inc. (RAI), successfully placing the Vuse model under the control of BAT, who had been already marketing a line of e-cigarettes named Vype outdoors the United States. Within a 12 months, BAT launched two more e-cigarettes, Vape Shop Vype eStick and Vype ePen.

In 2019, Vapor Pens BAT launched the pod-based mostly Vype ePod, which relies on the Vuse Alto. American model of electronic cigarettes launched in 2013. They're produced and marketed by the Reynolds American tobacco firm and globally by its parent company, British American Tobacco (BAT). In 2013, British American Tobacco (BAT) turned the primary of the big Tobacco corporations to launch an e-cigarette, vape starter Kits when it released the Vype brand within the United Kingdom.

Tobacco Control. 27 (e1): e81 - e82. R.J. Reynolds promoted Vuse with print, junk mail, and Tv promoting, the latter of which is extremely unusual for Vapor Hardware tobacco products within the United States. In 2023 exterior the US, Vuse ePen three was discontionued while Vuse ePod was rebranded to Vuse Professional. On October 12, Vape Shop 2023, the FDA issued Marketing Denial Orders for six flavored Vuse Alto pods, together with the Menthol pod. By September 2023, nonetheless, Vuse's market share stood at 41.5% versus Juul's 24.7% market share.

By this time, Vype had become the market main model of e-cigarettes in Europe (France, Germany, vape shop Italy, Poland and Vape Kits UK). Vype was soon rolled out and released in France, Germany and a lot of other countries. Convenience Store Decisions. Harbor Communications. Bee Staff Reports (2 January 2017). "E-cigarette sellers now need state license". Barraza, Leila F.