BAT lays out the road ahead to support retailers
LEADING vape products manufacturer British American Tobacco (BAT) has set out to reassure retailers across the UK now that the disposable vape ban has come into force.
From this point onwards, the sale and supply of single-use vapes in the UK is now illegal and any trader caught doing so will be handed fines and could face up to two years in jail.
BAT has urged all retailers to not fall foul of this new legislation, and remain prepared and well aware of what is now no longer compliant.
Susanna De Lesu, commercial director at BAT UK&I, said: “As the UK’s largest based vaping manufacturer, you can be assured that BAT UK is well-prepared for these changes.
“In line with our overarching ambition to build and the single-use vape ban, BAT UK has developed a solid portfolio of options for adult smokers looking for an alternative to traditional cigarettes.”
For some time now, BAT has emphasised its range of Vuse rechargeable closed or pod-based system vapes to help offer vaping consumers a simple-to-use option that they will have some familiarity with already, making it the ideal transitory device for shoppers.
This focus will build the way forward for the nicotine products firm as it is set to introduce its Vuse Ultra device.
This new rechargeable and refillable device has met BAT’s top-most stringent safety and quality standards and the liquids themselves have been made with no added sucralose, vitamin e acetate or acetoin.
De Lesu said: “It’s our most advanced vape yet and underlines our commitment to delivering the best product possible for adult smokers.”
The new device also makes up part of BAT’s ongoing Vaping Done Right campaign which sees the firm adhere to responsible vaping within the UK market, whilst advocating for stronger restrictions on the devices in the interest of better public health and safety.
In addition to the Vuse Ultra, BAT will continue to stock the Vuse Pro and the Vuse Go Reload 1000 – which offers a more contemporary vaping experience with a long-lasting battery life.
Both Vuse Pro and the Vuse Go Reload 1000 can be used with Vuse Pro Pods and Vuse Pro Extra Intense Flavour pods – all of which offer consumers the same flavour experience they are already families with from the disposable range.
And, with the new laws now in place, it’s these very devices that BAT reckons consumers will turn to as they come to expect more premium, non-disposable options on the shelves.
De Lesu said: “To be prepared for this transition, I wholly recommend retailers get in touch with their local BAT representative.
“Our local representatives are well trained on all of our products and categories and are there to offer support through any challenges ahead this year.
“This can include support in the form of point-of-sale materials, with placements inside and outside of their stores, to help ensure that our brands are displayed to adult nicotine consumers visiting your store.
“You can get in touch with your local representative directly or via the My BAT Rewards loyalty platform. Alternatively, to be put in touch with a BAT representative that covers your area, you can request this through Vaper Market’s website.”
As time progresses, BAT has urged retailers to continue to act responsibly and ensure stock remains safe and compliant.
Whilst Vuse has plenty of solutions to cover vapes, some shoppers could see themselves moving on to alternative products in the space, such as BAT’s nicotine pouch brand VELO – which picked up a Product of the Year Award 2025 for its Icy Fruits variant.
De Lesu said: “Moving forward, it is incumbent on our industry and retailers to act responsibly.
“The categories we and others offer are designed to provide smokers with an alternative to cigarettes and we must therefore proceed in a responsible manner.
“Without a responsible and consistent approach amongst all stakeholders, we risk severely damaging the reputation of these products and jeopardise the UK’s 2030 smoke-free ambitions.”
