CIGARETTE company Carreras Limited is making a bold entry into the burgeoning vaping market. The new category was introduced to the market in September as it aims to expand its consumer base and showcase its adaptability.

“Now [that] the consumers in nicotine are demanding other products such as vapour, such as tobacco-hitting devices where there’s no combustion of cigarette, because we understand the consumer trends we took the decision to come to Jamaica last Monday; we started a distribution of the number one vapour device in the world, Vuse,” announced Franklin Murillo, managing director of Carreras at its annual general meeting on Thursday.

Vuse is an electronic cigarette produced by R. J. Reynolds Vapour Company, a subsidiary of the Reynolds American tobacco company. The introduction of vape products is a strategic move for Carreras — traditionally a factory-manufactured cigarette company — to change consumer preferences in the evolving landscape of nicotine products.

“When we look at 2025 we want to be leaders of the total nicotine,” stated Murillo. “We are having two options for consumers. We came with Vuse because it’s number one. It had the best devices on the market — one with 500 puffs, another one with 1500 puffs with six different flavours.”

The new product is geared towards engaging and satisfying the preferences of a new generation of consumers, but Carreras says it is taking full responsibility for ensuring the vapes do not get into the hands of the underage.

“We’re taking care that this does not fall in the hands of youth or minors. As we do with cigarettes, we are not allowing for this to go in the hand of minors — and that’s the responsible step that we are taking,” said Murillo without expanding into details.

Carreras hinted that the decision to sell Vuse was part of efforts to intersect health and innovation. “It’s a reduce-risk product — yes, we have made lab test that demonstrate it’s a reduce-risk product,” Murillio highlighted. He also revealed that the products are a disposable paper device, aligning with Carreras’ mission to be environmentally safe with its recycling programme.

In its recently published annual report for 2023 the company outlined its plan to establish its strength in the total nicotine market. During the year it invested in extending the Craven ‘A’ line to a Roll Your Own Grabba. It recently launched its Matterhorn Rhythm with two flavours on the filter: new watermelon and menthol capsules. And the Vuse introduction is one of its “other new nicotine innovations”.

For the financial year ended March 31, 2023 the company recorded lower profit of $3.6 billion compared to $4.07 billion in the similar period last year. Its operating revenues continue to grow with $16.23 billion reported this year, three per cent over the prior year level of $15.75 billion, which the report stated was driven by volume growth as its brands continue to strengthen its position as a market leader.