Vuse

Vuse Digital Vapor Cigarette, commonly known as Vuse (rhymes with "news"[1] ), is an electronic cigarette produced by R. J. Reynolds Vapor Company, a subsidiary of Big Tobacco company Reynolds American. In 2015, it was the most popular e-cigarette in the United States with 33 percent market share in Nielsen-tracked channels (a declining proportion of the total).[2]  Also in 2015, it was the best selling e-cigarette device in convenience stores in the US.[3]  However, Vuse lost its top position in 2017, when Juul overtook it to become the most popular e-cigarette in the US.[4]  As of August 2018, Vuse controls 9.6 percent of the American e-cigarette market, compared to Juul's 72.1 percent market share, according to Nielsen data.[4]

The original Vuse digital vapor cigarette has a nicotine content of 4.8 percent,[5]  which is high compared to other e-cigarettes available in 2013.[5]

History
R.J. Reynolds launched Vuse in a June 2013 press conference, the first time R.J. Reynolds launched a product with a press conference in two decades.[1] [6]  R.J. Reynolds promoted Vuse with print, direct mail, and TV advertising, the latter of which is highly unusual for tobacco products in the United States.[6]  Vuse was launched in Colorado,[6] [7]  but it quickly become available across the rest of the United States.[4]  In 2015, Jerod Harris filed a lawsuit against Vuse for "[failure] to inform customers of the potential health risks incurred by using the products; specifically, inhalation of the carcinogens formaldehyde and acetaldehyde," a violation of California state law.[8]

In April 2018, R.J. Reynolds Vapor Company issued a recall of Vuse Vibe devices.[9]  It stated that the batteries of Vuse Vibe vaporizers were malfunctioning and overheating after injuries were reported.[9]  The cause of the malfunction has not been disclosed.<sup id="cite_ref-Bollinger2018_9-2">[9]

In August 2018, Vuse launched the Vuse Alto,<sup id="cite_ref-10">[10]  a pod mod-type vaporizer, which is the variant of e-cigarette that Juul is.<sup id="cite_ref-Craver_rival_11-0">[11]  The Alto is marketed as a direct competitor to Juul.