West Indian Tobacco - Reduced-risk alternatives
The foundation of our success is in combustibles (cigarettes). However, we recognize that consumer preferences and demands are changing.
In April 2024, Vuse was launched in Trinidad and Tobago. Compared to the traditional combustible cigarette brands, this product offers a reduced risk alternative for our consumers.
Number one global vaping brand
Vuse maintained global vapour value share leadership in 2022 with a full year value share of 35.9% (up 250 bps vs 2021) led by the continued strong performance of Vuse Alto.
The category accelerated in 2022, led by the modern disposable segment which, with its convenient and flexible format, presents a compelling alternative to cigarettes. We also delivered industry-leading consumer acquisition in 2022, up 1.6 million to 10 million consumers.
Designed with purpose
The more popular vapour products have become, the more consumer-centric and design-led the new products need to be.
Our commitment to fundamental science and precision engineering helps ensure our vaping products are designed to prevent the common problems seen in many other products – such as dry-wicking, caused by a lack of e-liquid reaching the heater, leading to overheating and an unpleasant aftertaste.
In an effort to make vaping more acceptable to cigarette smokers, our scientists are constantly experimenting to try to replicate the smoking experience, but without the high levels of toxicants created by combustion.
Flavour is also a key driver of vapour product satisfaction. We have pioneered the use of biomimetic technology in our e-liquids to replicate aroma profiles, such as of cured tobacco leaf or naturally sourced mint, with the aim of offering our consumers an unrivalled portfolio of authentic, differentiated flavours .