UK
British American Tobacco (BAT) has shelved plans to market its nicotine inhaler, Voke, to focus on consumer items like e-cigarettes rather than health products.
This move reins in BAT’s earlier diversified approach to cigarette alternatives, which are being pursued by all big tobacco companies as growing health consciousness reduces smoking rates.
BAT’s decision to quit Voke came after manufacturing issues delayed the launch of Voke, which was the first product approved by Britain’s drug regulator to be prescribed as a medical aid to quit smoking. Voke will now be marketed by BAT’s partner, Kind Consumer, which originally developed the product. BAT said it would transfer manufacturing, intellectual property and know-how assets to Kind Consumer, in return for deferred, contingent payments. Financial details were not disclosed.
Kind Consumer has said that it would seek a new global partner, or possibly several regional partners, to accelerate distribution of the inhaler this year.BAT’s strategy on next-generation products would now focus on its Vype e-cigarette and its glo tobacco-heating product, which both create an inhalable vapor that many scientists say is less dangerous than smoking.