BAT's novel e-cigarette rival wins UK medical approval

September 12, 2014 12:18 PM

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BAT's novel e-cigarette rival wins UK medical approval

LONDON (Reuters) - A new nicotine inhaler to be sold by British American Tobacco has been licensed in the UK as a medicinal product, marking the arrival of a novel alternative to the fast-growing market for electronic cigarettes.

The cigarette-shaped Voke Inhaler represents a further move by one of the world's biggest tobacco companies to defend its turf in a rapidly changing market. Since it involves no heat, electronics or battery it is not classified as an e-cigarette.

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