Reynolds launches fruit-flavored Vuse vapes in Ohio despite lacking FDA approval

Reynolds American rolled out four new Vuse Pro vape flavors—peach, berry, watermelon and fresh mint—at a suburban Ohio gas station, even though the products have not received FDA market authorization. The move follows the agency’s May guidance that tolerates sales of unauthorized fruit-flavored e-cigarettes provided manufacturers have pending applications and submit data on youth risk, a stance critics label as a green light for illegal products.

Former FDA tobacco chief Mitch Zeller and Rutgers nicotine expert Cristine Delnevo warned the launch could embolden other big tobacco firms to ignore the review process. Reynolds’ spokesperson Luis Pinto claimed the pods meet state regulations and are sold with age-verification and purchase limits to curb underage use. The policy has already drawn lawsuits from groups such as the Campaign for Tobacco-Free Kids and the American Academy of Pediatrics, who argue it violates the 2009 Tobacco Control Act.

Meanwhile, vaping among adults aged 19-30 is rising, reaching a record 19% last year, while youth use has declined but remains a concern. The controversy highlights the tension between harm-reduction arguments for flavored vapes and public-health worries about youth appeal.