Tobacco

R.J. Reynolds Vapor Co. Launches Nicotine-Free Vapor Product Sensa

Tobacco-free vapor product comes in 6 flavors
Sensa vapor product
Photograph courtesy of R.J. Reynolds Vapor Co.

R.J. Reynolds Vapor Co. is expanding its vapor portfolio with a new nicotine- and tobacco-free vapor product called Sensa. It comes in Berry Fusion, Berry Watermelon Fusion, Blueberry Frost, Mint Frost, Watermelon Frost and Passionfruit Frost.

Sensa launched Monday in 22 states, James Demopoulos, senior director of brand equity and deployment for Reynolds vapor brands, told CSP Daily News. The product stems from consumer insights that show adult tobacco and nicotine consumers sometimes want the vaping experience and flavors, but don't always want nicotine, he said.

“That’s really an opportunity space. It’s small today, but it’s growing very quickly,” Demopoulos said. “We’ve also seen it growing in other markets around the world. And really, we think it’s kind of an untapped opportunity space right now.” 

While Sensa a zero-nicotine brand, R.J. Reynolds Vapor Co. is choosing to treat it the same as a nicotine product from a marketing and distribution standpoint, he said. 

Convenience-store retailers can merchandise Sensa in a non-self-serve counter display, or on the back bar in the vapor section, Demopoulos said. 

The portfolio of flavors is intended for adult tobacco and vapor consumers and does not include flavors intended to appeal to the underage, according to the company. Marketing touchpoints for Sensa will be adult-oriented and all web properties will be age-gated. Sensa products also include a locking feature to prevent unintended use.

Adult consumers of Sensa will have access to Call2Recycle’s battery recycling program, which will facilitate the responsible disposal of Sensa batteries, which can be removed from the disposable device, the tobacco company said. 

“Adult tobacco and vapor consumers across the retail marketplace are looking for more options,” said Valerie Mras, senior vice president, vapor within the Reynolds American organization. “Adding a zero-nicotine product to our growing vapor portfolio is driven by deep adult vapor consumer insights and enables us to responsibly compete within a category that is already well established in many countries.”

The Reynolds American group is committed to a multi-category strategy, providing adult tobacco and nicotine consumers with a choice a products, it said.

R.J. Reynolds Vapor Co., Winston-Salem, North Carolina, is an operating company of Reynolds American Inc., the British American Tobacco (BAT) Group’s U.S. subsidiary.

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