As with any newer product or approach, it’s imperative to understand and establish the risk profile of the product relative to currently available products from the outset, through research and tests.
The studies, which were conducted in a laboratory on human cells, showed BAT’s MO products cause significantly less damage to the cells than both combustible cigarettes or Swedish-style snus.1,2 Swedish-style snus is recognised as a reduced-risk product compared to cigarette smoking following more than 30 years of epidemiological data.
This supports the view that MO products are likely to be less risky* than both traditional cigarettes and Swedish-style snus for users who switch completely from these products to MO products with the characteristics of Velo.
At BAT, generating robust evidence is critical to our commitment to scientifically-substantiated reduced risk* tobacco and nicotine products. Because we define ourselves by the consumer preferences we meet, we apply the highest quality standards to our reduced risk* tobacco and nicotine products in order to help ensure they are satisfying for consumers as well as contributing to Tobacco Harm Reduction.
† Lyft is part of BAT’s MO product family and is now known as Velo in most of the markets it is sold in. The product contents remain unchanged. The product used in the first study was Lyft Berry Frost.
1. Bishop E et al (2020). An approach for the extract generation and toxicological assessment of tobacco-free ‘modern’ oral nicotine pouches. Food & Chemical Toxicology 145: 11713 doi.org/10.1016/j.fct.2020.111713.
2. East N et al. (2021). A screening approach for the evaluation of tobacco-free ‘modern oral’ nicotine products using Real Time Cell Analysis. Toxicology Reports 8: 481-488. doi.org/10.1016/j.toxrep.2021.02.014.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.