Marketing for Sensa: a ‘zero nicotine vapor product from a major tobacco company

On 1 July 2024, RJ Reynolds Vapor Company (RJRVC)—an operating company of British American Tobacco’s (BAT’s) subsidiary, Reynolds American—introduced Sensa, a ‘zero nicotine’ disposable ‘vapor product,’ in the USA.1 Sensa resembles popular nicotine-containing disposable devices from brands such as EB Create, Lost Mary and Geek Bar (figure 1), as well as BAT’s own Vuse Go 5000 offered outside the USA.2–6 While several ‘zero nicotine’ devices are available, Sensa is the first ‘zero nicotine’ disposable device from a major tobacco company. Since Sensa contains neither nicotine nor tobacco, RJRVC claims exemption from US Food and Drug Administration (FDA) regulations.7

Figure 1

Comparison of a Sensa ‘zero nicotine’ disposable device (first device from the left) to popular brands of nicotine-containing disposable devices: EB Create’s BC5000, Lost Mary’s OS5000 and Geek Bar’s Meloso device. Images were obtained…

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