key Points
- Four Vuse Pro flavors showcased: Reynolds American displayed Berry, Peach, Fresh Mint and Watermelon Vuse Pro pods at NACS Show 2026. Each four-pod pack contains pods with 5.0% nicotine by weight. Booth staff confirmed to 2Firsts that the products are already sold in the U.S.
- FDA marketing authorization: The four flavored Vuse Pro pods have not received FDA marketing authorization and are not listed among the agency's authorized e-cigarette products.
- Vuse retail expansion: British American Tobacco (BAT) outlined plans to distribute its expanded Vuse flavor portfolio to approximately 25,000 U.S. retail outlets in September 2026, with another 25,000 scheduled for November.
- VELO's U.S. market share: BAT cited Circana retail-scan data showing VELO held a 30.5% volume share of the U.S. modern oral nicotine category year-to-date through August 2026, ranking second nationally.
- VELO MAX distribution rollout: Launched in September 2026 with 8 mg and 12 mg nicotine strengths, VELO MAX was scheduled to reach approximately 44,000 retail outlets in October, with another 55,000 planned for January 2027.
2Firsts
Las Vegas, October 8, 2026
Reynolds American, the U.S. subsidiary of British American Tobacco (BAT), showcased four Vuse Pro flavored e-cigarette pods and its VELO nicotine pouch portfolio at the 2026 NACS Show in Las Vegas. The booth also featured a large digital merchandising display illustrating how Reynolds' cigarette, vaping and oral nicotine brands could be presented in convenience stores.
Four Vuse Pro Flavors Featured
Four prominent promotional panels highlighted Vuse Pro pods in Berry, Peach, Fresh Mint and Watermelon flavors, each accompanied by the phrase "Has Arrived."
Another wall at the booth carried the slogans "America's #1 Vape" and "Now With New Flavors," pairing Reynolds' claim about Vuse's U.S. market position with the promotion of its expanded flavor range.
The packaging shown at the booth featured four-pod packs with a nicotine concentration of 5.0% by weight. A staff member at the Reynolds booth told 2Firsts that the four flavors were already available in the United States.
The products were introduced before the NACS Show. As 2Firsts reported on September 10, R.J. Reynolds Vapor Company had begun selling the four flavored pods in Ohio and selected other U.S. markets. The pods are compatible with existing Vuse Alto devices.
The four flavored pods have not received FDA marketing authorization. Although the agency has authorized the Vuse Alto device and certain tobacco-flavored pods, those authorizations do not extend to the four Vuse Pro flavors, which are not listed among the FDA-authorized e-cigarette products.
In its September 2026 Capital Markets Day presentation, BAT outlined a phased U.S. retail rollout for its expanded Vuse flavor portfolio, targeting approximately 25,000 outlets in September and another 25,000 in November.
VELO Highlights Market Position and Product Range
Reynolds also prominently displayed VELO nicotine pouches, including VELO PLUS and VELO MAX products in multiple flavors and nicotine strengths.
A dedicated promotional wall described VELO as the second-largest nicotine pouch brand in the United States and presented a chart showing its volume-share growth.
At BAT's September Capital Markets Day, Reynolds American President David Waterfield similarly identified VELO as the No. 2 modern oral nicotine brand nationally. BAT's presentation, citing Circana retail-scan data, reported a VELO volume share of 30.5% in the U.S. modern oral nicotine category as of August 2026.
The display also featured VELO MAX, which BAT said launched in September 2026. The company's presentation listed 8 mg and 12 mg nicotine strengths and plans to expand distribution in phases.
Beyond Vuse and VELO, the booth featured Grizzly nicotine pouches with NASCAR branding. Reynolds' digital merchandising display brought these products together with conventional cigarette brands, presenting a multi-category retail assortment to convenience-store operators attending NACS.
2Firsts will continue reporting from the NACS Show on tobacco and nicotine products, retail developments and regulatory issues in the U.S. market.
Cover image: Exterior view of the Reynolds American booth at NACS Show 2026. (Photo: 2Firsts)
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