Thursday, February 06, 2014 12:13:50 AM
With XXII, you mentioned MSA approval which is very important, but I think one of the more interesting things to surface in Vans last interview was the comment that getting approval from FDA to have VLN on the packaging "should be easy". Before that interview, I had always thought that this kind of label change would need to be part of a modified risk application. While XXII is best placed, if you read the modified risk application the hurdles are quite high. So it was an eye opener to me that they believe getting approval for VLN labelling can occur outside this process and should be straight forward. And there's no reason it should be difficult because VLN is not a health claim. If all this is true, and I would like to see further clarification that it is, it will be huge. From a marketing point of view, Very Low Nicotine is every bit as powerful as "Lights" or "Mild" etc etc. If BAT can go to the market with a VLN version of their major brands, the licensing agreement will be worth a fortune.....not to mention the other major companies knocking on XXII's door - they will have a monopoly position - and hopefully in the not too distant future!
jmo
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