The U.S. Food and Drug Administration has for the first time given authorization to an electronic cigarette for marketing.
The FDA has been trying to determine which vaping products to allow on the market. Hundreds of thousands of brands have already been tossed out because of their potential appeal to minors.
The administration relied on company data that showed Vuse could help adults addicted to smoking eliminate the habit or move to a safer product.
Elaine Round led that research as vice president of scientific and regulatory affairs at Reynolds American. She says the process to get that approval began five years ago.
”It was really rigorous, strong science that was put together by hundreds of people over several years,” she says. “It's a science package I think we can all really be proud of, and we're really happy that FDA has agreed with the science and authorizes the product.”
The Vuse Solo tobacco-flavored cartridge is the only one the FDA has cleared. The liquids used in Vuse cartridges are mixed and produced at the company's Tobaccoville plant.
Vuse has been on the market for eight years and is the second-leading vape brand, behind Juul.
The FDA says while Vuse may help reduce smoking for people addicted to cigarettes, they're not considered safe and will not carry an FDA approved message.