The U.S. Food and Drug Administration has approved Glas Inc's applications for age-gated, fruit-flavoured eVapour products, which include mango, blueberry and two menthol varieties, according to a note from Jefferies.
These approvals mark the first time flavoured eVapour products have received FDA authorization since a 2020 restriction that limited legal eVapour offerings to tobacco and menthol flavours. Jefferies highlights that the intervening regulatory environment allowed illicit fruit-flavoured eVapour goods to expand substantially, at one point representing roughly 65-75% of total U.S. eVapour volumes.
That shift in the market coincided with volume declines among lawful competitors that were constrained to tobacco and menthol variants. Jefferies also notes that enforcement targeting illicit eVapour products showed improvement during 2025 and into early 2026.
Although Glas is the only company to receive authorization for flavoured eVapour products so far, Jefferies views the establishment of a legal flavoured segment as a net positive for British American Tobacco. The firm is the largest participant in the tracked U.S. eVapour channel, holding a 41% share in April 2026, and could benefit from a shift of volumes back into the regulated market.
Jefferies further observed activity in the FDA's broader review process. The agency's fast-track pilot programme aimed at select Oral Nicotine Pouch products - which was expected to yield decisions by December 2025 - has not produced rulings for the majority of submissions. In that context, the FDA's decision on age-gated flavoured eVapour items may signal a renewed prioritisation of Next-Gen Nicotine Product reviews.
If the FDA does accelerate review timelines broadly, Jefferies suggests the implication would extend to pending Oral Nicotine Pouch applications submitted by British American Tobacco, Philip Morris and Altria, potentially affecting the timing for those companies' market access decisions.
The note from Jefferies frames the Glas approvals as an initial, tangible step in the regulatory reopening of flavoured eVapour options within the legal U.S. market. For market participants and observers, the development raises questions about how quickly legal manufacturers can reclaim volume from previously dominant illicit channels, and about the pace at which regulators will resolve outstanding Next-Gen product applications.