News Release

New research shows Vype ePen 3 highly preferred by vapers

Peer-Reviewed Publication

R&D at British American Tobacco

  • Users expressed a stronger preference for Vype ePen 3 versus previous generation Vype ePen 2
  • Study supports BAT’s commitment to conduct and publish scientific research which helps build A Better Tomorrow by reducing the health impact of its business
  • Innovation drives significant product improvements to encourage current smokers to switch to scientifically-substantiated, reduced-risk alternatives

MONDAY, 30th NOVEMBER 2020: New research shows that Vype ePen 3, BAT’s flagship vapour product, can provide smokers with similar levels of nicotine as standard cigarettes. If used exclusively, ePen3 could help smokers avoid many of the risks associated with smoking.

The study, which has been published in Scientific Reports, compared both Vype ePen 3 and Vype ePen 2 to combustible cigarettes. It assessed a variety of e-liquids and nicotine strengths for each product, and how nicotine concentration and delivery device combined to affect user preference.

Results from the study show that Vype ePen 3 was superior to Vype ePen 2 for nicotine delivery and ranked significantly higher for user satisfaction, with the newer device scoring nearly double for likability compared to its predecessor.

The study showed that the maximum concentration of nicotine in the blood after using the Vype ePen 3 (18mg/mL protonated nicotine) was on average twice that achieved using Vype ePen 2 (18mg/mL unprotonated nicotine).

BAT is committed to building A Better Tomorrow by reducing the health impact of its business through providing a range of enjoyable and lower risk products. The company continues to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit. BAT encourages those who would otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk alternatives.

This study is a part of a comprehensive programme of scientific research designed to assess and substantiate the reduced-risk potential of non-combustible products.

Dr David O’Reilly, BAT’s Director of Scientific Research said:
“The results of this study are very impressive and show how through continued innovation and research we have improved our understanding of what consumers want, but importantly how to deliver greater satisfaction with our products.

“We know that for many smokers, nicotine levels are an important factor in choosing a vaping product, particularly when initially switching. They want it to work for them, delivering the nicotine they want in a device they like. We think we have achieved this with Vype ePen 3 and hope that through continued product innovation we can encourage and enable those who would otherwise continue to smoke to switch to a reduced-risk alternative which has been scientifically substantiated.”

Study Design

This was a randomised study during which each participant was given 8 different options. The subjects were all current smokers, who were dual users of cigarettes and vapour products. Over a period of 9 days, each morning, following an overnight wash-out period (12hrs), participants used one of the available options. The level of nicotine in the blood (plasma) was assessed before, during and after their use. These data were used to evaluate changes in nicotine concentration in the user. Participants were also asked to rate their liking of each product after use.

BAT’s Vype ePen 3 was designed to provide consumers with the same high-quality product they expect but to deliver an improved user experience. Early generations of e-cigarettes often delivered lower nicotine yields than combustible cigarettes, which many associate with a lower acceptance or continuation by user.

BAT has continued to innovate the Vype ePen to develop its nicotine delivery capabilities and enhance user satisfaction. This study was designed to validate the acceptance and preference of consumers who frequently use cigarettes and vapour products.

One of the improved design features of the Vype ePen 3 is its increased power, which, together with its ability to deliver a nicotine salt, known as protonated nicotine, provides a higher aerosol mass, resulting in a greater absorption of nicotine. The ability to increase the aerosol mass also reduces the potential for irritation of the pharynx, which has been associated with higher levels of unprotonated nicotine.



British American Tobacco Press Office: Lydia Meakin / Anna Vickerstaff
+44 (0) 20 7845 2888 (24 hours) | @BATPress

British American Tobacco Investor Relations: Mike Nightingale / Victoria Buxton / William Houston / John
Harney +44 (0) 20 7845 1180/2012/1138/1263

About BAT
BAT is a leading, multi-category consumer goods business, established in 1902. Our purpose is to build A Better Tomorrow by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers. The company has announced a target of increasing the number of its non-combustible product consumers from 11 million to 50 million by 2030; and to achieve at least £5 billion in New Categories revenues in by 2025.

Forward looking statements

This is a release by British American Tobacco p.l.c. References to ‘British American Tobacco’, ‘BAT’, ‘we’, ‘us’ and ‘our’ when denoting opinion refer to British American Tobacco p.l.c. (the Company, and together with its subsidiaries, the “Group”), and when denoting tobacco business activity refer to Group operating companies, collectively or individually as the case may be. This release contains certain forward-looking statements, including those made within the meaning of Section 21E of the United States Securities Exchange Act of 1934, regarding our intentions, beliefs or current expectations reflecting knowledge and information available at the time of preparation and concerning, amongst other things, prospects, growth, strategies, compliance with regulatory guidelines, our ability to submit further regulatory applications, the success of our regulatory applications and the economic and business circumstances occurring from time to time in the countries and markets in which the Group operates. BAT undertakes no obligation to update or revise these forward-looking statements, whether as a result of new information, future events or otherwise. Readers are cautioned not to place undue reliance on such forward-looking statements.

These statements are often, but not always, made through the use of words or phrases such as “believe,” “anticipate,” “could,” “may,” “would,” “should,” “intend,” “plan,” “potential,” “predict,” “will,” “estimate,” “strategy” and similar expressions. It is believed that the expectations reflected in this release are reasonable but they may be affected by a wide range of variables that could cause actual results to differ materially from those currently anticipated, including uncertainties related to the impact of adverse domestic or international legislation and regulation and adverse decisions by domestic or international regulatory bodies.

Additional information concerning these and other factors can be found in the Company’s filings with the U.S. Securities and Exchange Commission (“SEC”), including the Annual Report on Form 20-F filed on 26 March 2020 and Current Reports on Form 6-K, which may be obtained free of charge at the SEC’s website,, and the Company’s Annual Reports, which may be obtained free of charge from the British American Tobacco website

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