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.
RESEARCH AT 2,5 BILLION DOLLARS TO DEVELOP VYPE ISWITCH!
British American Tobacco (BAT) will therefore launch a new e-cigarette in the United Kingdom that diffuses nicotine more effectively. It is therefore a new bet that the tobacco giant is launching with a view to attracting smokers to alternatives such as e-cigarettes in a context of increasingly severe regulations on 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 Vype ISwitch is the result of a $ 2,5 billion research campaign by BAT on alternatives to smoking. As the name suggests, the company is hoping the iSwitch will attract more smokers to push them to transition to 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 Vype iSwitch will be offered in a standard version priced at around £ 30 (€ 33) and in a premium version, the Maxx, at a price of around £ 50 (€ 55).
Both devices are already available in five stores BAT operates under the VIP brand in London, the Vype ISwitch should be more widely available early next year. Pods are sold in packs of two and cost around £ 9 (€ 10).
According to initial information, the iSwitch allows the user to obtain more vapor. Instead of using a classic 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 more important “hit”.
