BAT UK has announced the integration of its UK e-cigarette product line, Vype, into its global brand Vuse.

Vuse is the biggest closed system vaping offered in the UK with a 44.2% share of overall sales, according to Neilsen.

The investment in Vuse is part of a global focus on new categories and is part of BAT’s commitment to reducing the health impact of its global business.

All models are backwards compatible so users can Vuse pods on Vype devices, and vice versa, and the launch brings with it new flavours and designs.

Khurram Durrani, head of BAT UK trade, explained: “In a fast-growing market, Vype has exceeded our expectations. It’s the fastest-growing closed system brand in the UK, with year-on-year growth of 44% overall (and 36% in the independent and symbols category) in 2021.

“It also boasts a market-leading share of sales overall (44%) and in independent and symbol stores (38%), as of early April (Nielsen). And last year, more than two-thirds of the 686,000 regular vapour consumers used a Vype product (Kantar).

“Last year we invested nearly half a billion pounds in reduced risk categories, including vaping, because they are the future of our business. The UK is our biggest market outside of the US, so we are refreshing the brand and are doubling down on serving our customers even better.

“More than a new name, or fresh look and feel that makes it easier to spot Vuse in store and online, this is about sustainable growth, globally. It’s about giving consumers Vype’s great taste and quality, with more device innovations and flavours.”