A new electronic cigarette has launched in the UK from tobacco giant British American Tobacco (BAT) designed for consumers who've written off vaping.
Vype's researchers targeted consumers looking for something different from traditional cigarette-shaped or bulky vapour devices.
The result was a "stylish" but "discreet" product in a range of bright colours that still has the power of other e-cigarettes, said BAT's scientific research and development director David O'Reilly.
BAT said their pocket-sized device has four different levels of nicotine, including none, and six flavour options including tobacco, mint and vanilla.
Based on all available science, O'Reilly said this high-quality vapour product is about 95 per cent safer than cigarette smoking. BAT conducted "rigorous" testing to meet quality standards, he said.
Kingsley Wheaton, managing director for next-generation products at BAT said:
“Our strategy is to offer consumers a range of quality nicotine products from cigarettes, to vapour, through to tobacco heating products."
BAT has invested $1bn over the course of five years to research and develop its next-generation products.
Several safer alternative products are in the works, O'Reilly said, including vapour products, nicotine products, tobacco heating products, and hybrids.
Glo, a tobacco heating product, will be launched in Japan next month, and next year the group will launch a new vapour technology that will be more similar to a cigarette in terms of nicotine satisfaction and flavour.
BAT has also opened its first Vype store in Milan.