British American Tobacco (BAT) targets the U.S. unauthorized vape market. CEO Tadeu Marroco estimates this market is worth approximately $9.4 billion. This focus follows a recent shift in U.S. Food and Drug Administration (FDA) enforcement policy regarding certain unlicensed vaping products.
BAT plans to launch new flavored Vuse products in the third quarter of 2026. The company will also launch an updated Velo nicotine pouch in late summer. BAT recently raised its revenue growth forecast for new category products. However, it kept its group-wide full-year guidance unchanged.