Sensa is a nicotine-free, fruit-flavored disposable vape launched in the USA on July 1, 2024, by R.J. Reynolds Vapor Company (RJRVC), an operating company of Reynolds American Inc. (London-based British American Tobacco’s U.S. subsidiary). Sensa’s official website: www.sensavape.com.
Reynolds American’s portfolio in the USA includes Newport, Camel, Pall Mall, Natural American Spirit and Lucky Strike cigarettes, Vuse vapes, and Velo nicotine pouches. As Sensa is commercialized by the Vuse-owner, Vuse Sensa and Vuse No Nicotine are already established secondary names differentiating Sensa from the other nicotine-free vapes in the market (i.e. “Sensa brought to you by Vuse”). The early users of the Sensa disposable vapes refer to the products as Sensa no nicotine vape, Sensa non nicotine vape, Sensa nicotine free vape, Sensa zero nicotine and Sensa zero vape. Emergence of the descriptive names, that point out the most distinctive product feature (“no nicotine”) together with the brand name, is a typical phenomenon for new products.
Sensa (short for “Sensation”) is advertised as a “zero nicotine” vape. Although zero nicotine means no nicotine was used in making Sensa products, they may contain trace levels of nicotine at concentrations of no more than one part per million due to environmental factors.
What is the point of Sensa vape? What is the point of zero nicotine vape? Reynolds states that Sensa vape is a zero nicotine vapor option from a reputable company for adult tobacco and vapor consumers who prefer flavor, more choice, and more flexibility over their moments.
Do you have to be 21 to buy Sensa? Reynolds states that it requires retailers to sell Sensa only to people aged 21 or older (even if the retailers are not required to do so by law) and to place Sensa next to age-restricted tobacco products. More specifically, Reynolds requests convenience stores, such as Circle K, to merchandise Sensa in a counter display which is not self-serve or on the back bar in the vape section.
Are Sensa vapes safe? Reynolds notes that the long-term health effects of Sensa products are unknown and Sensa should not be used by people who are under legal age (21 years old), are never- or ex-smokers, are never- or ex-vapers, are pregnant or breastfeeding, have or are at high risk of developing heart disease, high blood pressure, or diabetes; or are taking medication for depression or asthma. This text refers to a well-established product warning for nicotine-containing products and is primarily associated with increased heartbeat rate and blood pressure caused by nicotine intake. Seeing Reynolds employ this health warning for a product without nicotine is puzzling. Moreover, there is no warning on the health impact from long-term inhalation of a vaporized, flavored liquid in terms of irritating the respitory track (lungs & throat) and introducing toxins into the body. Nevertheless, the absence of nicotine could easily create the impression that Safe vape is the healthiest vape to use because 63% of the smokers in the US wrongly believe that nicotine is the chemical that causes most of the cancer. Nicotine causes addiction because it changes the levels & release of feel-good hormones (such as, dopamine), but it is not the primary cause of smoking related diseases.
Is Sensa vape FDA approved?
Sensa vape is not authorized by the US FDA. Reynolds have not submitted a marketing authorization request to US FDA for Sensa vapes as, according to Reynolds, “Sensa vapes are not made or derived from tobacco, do not contain nicotine from any source, and are not tobacco product accessories, meaning that they are not subject to the FDA’s regulatory authority under the Tobacco Control Act”.
Sensa Vape features & flavors
Sensa vapes have a locking feature to prevent unintended usage and have a removable, recyclable battery. Users will have access to Call2Recycle’s battery recycling program, which will facilitate the environment-friendly disposal of Sensa batteries.
Sensa heats a liquid of vegetable glycerin (VG), propylene glycol (PG), and flavorings to produce a vapor-like mist. The ratio of VG and PG in Sensa liquids has been optimized to provide the optimal viscosity, flavor, and experience per device. The Sensa product line comes in six flavors: Berry Fusion, Berry Watermelon, Blueberry Frost, Mint Frost, Passion Fruit Frost, and Watermelon Frost. Sensa vape flavors are described as follows:
– Sensa Berry Fusion: Experience the delightful blend of ripe and juicy berries. This expertly crafted blend provides a symphony of fruity flavors, offering a smooth and refreshing vape that captures the essence of freshly harvested berries
– Sensa Berry Watermelon Fusion: Savor the perfect fusion of mixed berries and watermelon with this uniquely crafted flavor. The succulent mix provides a refreshing and balanced vape, perfect for those who love a burst of fruity goodness.
– Sensa Blueberry Frost: Experience the cool and refreshing taste of blueberry and frosty menthol. This combination offers the sweet, juicy taste of blueberries paired with a cool, icy finish, providing a crisp and satisfying vaping experience.
– Sensa Mint Frost Fusion: Enjoy the refreshing and cooling sensation of mint and frosty menthol flavor. The combination of fresh, crisp mint and icy menthol provides a refreshing boost.
– Sensa Watermelon Frost: Indulge in the refreshing sweetness of watermelon coupled with a cool menthol twist. Enjoy the mouthwatering sweetness of fresh watermelon enhanced by a frosty menthol blast, delivering a refreshing and satisfying vaping experience.
– Sensa Passion Fruit Frost: A tantalizing mix of exotic passion fruit and frosty menthol. Enjoy the vibrant, tropical flavor of passion fruit combined with a crisp menthol finish, delivering a refreshing and flavorful vape.
How long does Sensa vape last? With a 10ml liquid capacity, Sensa delivers up to 5,000 seconds of puffs. In other words, assuming one second puffs, Sensa will deliver up to 5,000 puffs based on machine testing. However, everyone puffs differently and no one puffs like a standardized machine. The exact number of puffs will eventually depend on the puffing topography (i.e. the physical characteristics of individual vaping behavior, such as puff volume, average flow, puff duration, inter-puff interval) and will vary from one user to another.
How much does Sensa vape cost? Sensa vape price is $19.99 (manufacturer’s recommended retail price) – higher than the well-known nicotine-containing disposable vapes which typically retail at $13-$17. Nevertheless, we have come retailers selling Sensa vape at discounted prices as low as $14.99 plus tax.
Reynolds allegedly aims to provide adults an option for moments when they want to vape but don’t want to consume nicotine (an addictive, recreational substance) – similar to nonalcoholic beer or decaffeinated coffee in terms of product concept. Reynolds also claims that nearly a million adults already use nicotine-free vapes in the US, and the segment represents 1% or 2% of total e-cigarette sales in the tracked channels.
Sensa’s made-in-China device and flavor range are similar to the hundreds of disposable vapes in the US market. The nicotine-free liquid has been offered to consumers since the early days of the vape category, although it has never reached meaningful popularity. Several popular disposable vape brands already offer zero-nicotine products in the US. For instance, ElfBar’s EBCreate Zero Nicotine product has a 13ml liquid capacity, delivers 5,000 puffs, and retails at $12.99 to $15.99. It comes in 10 flavors, which include mint variants, fruit mixes, and fruit-mint combos. This question is: does Sensa bring in enough consumer-relevant innovation to gain share in and/or expand the size of this niche segment?
It is still the early days of launch to have a read on the contribution of Sensa to the smoke-free franchise of Reynolds American (BAT). Sensa is initially launched in 22 states and the retail roll-out is still in progress as a number of retailers don’t have the product in stock yet. Some purchasers complain about ID checks, even though Sensa is not an age-restricted product. Thereby, Reynolds’ age-restriction request to the retailers (i.e. to sell Sensa only to people aged 21 or older, even if the retailers are not required to do so by law) seems effective. Without being indicative of product adoption and repeat purchase, initial consumer reviews are primarily positive for Sensa. Consumers predominantly use Sensa to quit smoking or enjoy habitual routines (e.g., “hand-to-mouth movement,” stress-relieving exhalation, etc.) without nicotine. Sensa users foremost appreciate the premium & modern device design with a smooth feel and see-through liquid reservoir. The vapor volume is perceived to be satisfactory, especially in the “boost” mode. Flavors are generally well-appreciated, although some fruit-mint mixes come across as bizarre (i.e., overly unconventional).
We will continue to closely follow Sensa’s performance in the US market and its twin’s (“Vuse Zero Nicotine Sensations”) performance in Japan to project whether zero-nicotine vapes can play a complementary role in the smoke-free product portfolio – something beyond their (seemingly) limited commercial potential.
