The vaping devices come in six flavors, including watermelon frost, passionfruit frost and berry fusion.

The brand’s purpose, Reynolds said, is to give adults an option for moments when they want to vape but don’t want to consume nicotine. The company compared Sensa to nonalcoholic beer or decaffeinated coffee, according to an exclusive Wall Street Journal article on the launch.

“Adult tobacco and vapor consumers across the retail marketplace are looking for more options,” Valerie Mras, senior vice president, vapor within the Reynolds American organization, said in a statement. “Adding a zero nicotine product to our growing vapor portfolio is driven by deep adult vapor consumer insights and enables us to responsibly compete within a category that is already well established in many countries.”

According to the Journal, “Reynolds says it doesn’t intend to seek federal clearance for Sensa. Because the devices contain no nicotine and aren’t compatible with any other tobacco products, they don’t fall under the jurisdiction of the FDA’s Center for Tobacco Products.”

Reynolds said that the devices are intended for adults ages 21 and older who use tobacco and vaping products, and the company will market Sensa with the same restrictions as its Vuse e-cigarette brand.

“Reynolds says it will require its retailers to sell Sensa only to people ages 21 or older, though the retailers might not be required to do so by law. In stores, Sensa will be shelved alongside age-restricted tobacco products,” the Journal reported.

Recently, R.J. Reynolds Vapor Company filed its final PMTA submission for its Vuse Pro age-gated device.