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 Pebble, BAT's release, follows a launch by rival Philip Morris as the companies step up their stakes in the alternative cigarette market.
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.