Puff count

When Vuse products state “Up to 1500 puffs”, this gives an indication of the total number of puffs a product will deliver, based on testing of the products using a consistent puffing time. For products such as our Vuse Go disposable vaping device (which cannot be recharged), the number of puffs is based on the total number of puffs the product will deliver until the battery is fully discharged and the device no longer produces vapour. For our rechargeable products, such as Vuse ePod, the number of puffs is based on the total number of puffs the pod will deliver until the e- liquid runs out.

The total number of puffs is calculated by testing our products on a machine that collects the vapour aerosol produced when the product is used. This machine (what we call a “puffing engine”) can take 1000s of puffs that are identical.

The puffing engine is programmed to puff the product according to set puffing parameters, one of these being the length of time for each puff (puff duration). The counting of the puffs stops at the point that the weight of aerosol (the amount of vapour inhaled) produced per puff drops significantly. The final puff count is based on the average of the 5 samples tested.

We believe our consumers are individuals and you will use our products in a way that suits your own preferences. How you use our products will likely differ at different points of the day or during different occasions. This will have an impact on the total number of puffs that a device will deliver so we’ve devised a methodology to provide you with consistent measure of the total number of puffs for Vuse products. Our methodology is based on a consumer experience puff duration of 1 second per puff that reflects a proportion of consumer usage behaviours.

You may not know, but there is an international standard for puffing regimes, which typically is 3 seconds per puff. However, this standard is typically used when measuring emissions from products for reporting to regulations as part of our legal requirements. We have not applied this standard to our puff count as our consumer puffing behaviour insights show that a 3 second puff duration is an over-estimate of puffing duration for the majority of users of our products. To support easy and consistent consumer navigation of our products we have used a 1 second puff duration which also takes into account other relevant factors that may impact the total number of puffs our products will deliver. We will of course continue to use the ISO 207681 vapour puffing regime standard for scientific studies and regulatory submissions.