Dynamic change foretold
Gemma Webb, British American Tobacco UK’s GM, said yesterday that the tobacco industry was entering the most dynamic period of change it had ever encountered.
“We are experiencing an extraordinary, once-in-a-generation coming-together of societal change, public health awareness and, crucially, access to technological innovation in the nicotine category,” she said.
“This convergence of factors has created a unique opportunity for the industry and our business: the opportunity to make a substantial leap forward in our ambition to provide our consumers with a choice of potentially reduced risk tobacco and nicotine products.”
Webb was speaking at a BAT launch party for the newest iterations of its Vype electronic cigarettes, Vype iSwitch and iSwitch Maxx.
The party, which was held against the background of the London skyline as seen from the top of the ‘Gherkin’ building, attracted about 60 people from the vaping and creative industries, along with journalists and influencers.
During the formal part of the evening, guests were addressed by Webb and Marina Trani, new categories group R&D director.
Guests were taken through the innovative devices and technologies that BAT had introduced since 2014: innovative devices such as the ePen3 and new e-liquid technologies that brought nicotine salts into the equation.
The iSwitch devices, meanwhile, include BAT’s Puretech blade, which replaces the coil and wick system. Trani said the Puretech system incorporated an ultra-slim, stainless steel blade that heated the e-liquid to create vapor. The blade, which was about the thickness of a human hair, had a surface area 10 times larger than a traditional coil and wick heating system. It provided a much more precise and measured way to heat the e-liquid, increasing consumer taste satisfaction by ensuring a smoother, richer and more consistent vape, with no off-notes.
The Maxx version was said to be BAT’s most interactive and connected vapor device. Bluetooth enabled, it connects with the MyVype app through which consumers can tailor their device’s power setting; remotely lock the device to ensure that nobody else can use it; monitor puff count, battery level and device performance to track their usage; and access tips and news.
Brief mention was made at Tuesday night’s event of the Monday announcement by BAT that it had entered into a new global partnership with McLaren that was ‘rooted in advanced technology and innovation’.
‘The multi-year partnership is focused on accelerating its transforming tobacco agenda, at the heart of which is its commitment to providing a portfolio of potentially reduced-risk products (PRRPs), which can deliver a “better tomorrow” for its consumers,’ BAT said in a press note.
‘As part of the agreement, BAT will work closely with McLaren Applied Technologies, collaborating and sharing technology expertise; including batteries, advanced materials and design. The two companies will share best practice, processes, innovation, know-how and mutual experience.’
