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Designers: Jorge Gomez-Xelhuantzi, Anton Kim, Michael Cox, British American Tobacco (BAT), London, United Kingdom
Manufacturer: British American Tobacco (BAT), London, United Kingdom

Introducing Vuse Ultra, designed with consumers in mind and powered by the MYVUSE app, it seamlessly blends simplicity and control for a fully customisable experience. Easy and intuitive to use, it puts control in the palm of your hand, featuring CloudControl™ to tune intensity levels, and ClearView™ display for battery, liquid and intensity levels. Vuse Ultra features an aluminium front casing, etched and anodised in three premium colours. The rear cover features a ceramic effect coating for a warm, tactile feel further enhancing the premium expression.

Committed to addressing the homogenous vapour market, the challenge was to create a pioneering device to meet the evolving expectations of adult vapers. The objective was to enhance control and convenience while ensuring sustainability and safety. Utilising the pod smart chip, Flavour AutoTune™ detects pods, adjusting intensity for optimal taste and remembering preferences.

Clearview™ Display provides real-time insights, while CloudControl™ enables fine-tuning via the MYVUSE app. Aligned with BAT's responsible approach to vapour marketing, Vuse Ultra also features Autolock™. When engaged, if left unused, the device self-locks for peace of mind.

Vuse Ultra incorporates circular economy principles by focusing on reduce, reuse, and recycle to minimise environmental impact. The removable battery allows for responsible disposal and recycling, extending product life and reducing electronic waste. Recycled materials are used where possible in the casing and packaging, which is also FSC-certified and plastic-free to support sustainability. The device is designed for efficiency, optimising power consumption through smart features like Flavour AutoTune™, ensuring longevity and reducing unnecessary resource use.

BAT has a public, science-based net zero target. Our near-term 2030 science-based targets comprise 50% reduction in Scope 1 and 2 and 50% reduction in Scope 3 GHG emissions. Internal lifecycle assessments (LCA) are completed on all our devices for CO2 emissions.