Kind Consumer Limited

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Kind Consumer is a British entrepreneurial healthcare company founded in 2006 by Alex Hearn.[1]

The company specialises in ‘respiratory drug delivery and tobacco harm reduction’, and its lead product is a licensed nicotine inhaler called Voke.[2]

Relationship with the Tobacco Industry

Distribution Agreement with British American Tobacco

In 2010, the company signed a distribution agreement with Nicoventures, later Nicovations, both wholly owned subsidiaries of British American Tobacco (BAT), to commercialise Voke.[3]

The agreement came to an abrupt end in January 2017 when BAT announced that it was to focus its Next Generation Product portfolio on unlicensed e-cigarettes and Heat Not Burn products, rather than medically licensed nicotine products.[4]

Voke, the Nicotine Inhaler

In 2008, Kind Consumer developed the first prototype of a 'clean medicinal nicotine inhalation device' which was later named Voke (see image 1).[5]

The product attracted investment from former Tesco CEO Sir Terry Leahy, former Sainsbury’s CEO Sir Peter Davis, and financier Jon Moulton.[3][6] Sir Leahy is also the company’s Strategic Advisor.[7]

Voke was licenced by the Medicines & Healthcare products Regulatory Agency (MHRA) in 2015.[8]

Image 1: Kind Consumer’s nicotine inhaler Voke

TobaccoTactics Resources

Relevant Link

Kind Consumer homepage


  1. Kind Consumer, Company history, company website, undated, accessed June 2017
  2. Kind Consumer, Company, company website, undated, accessed June 2017
  3. 3.0 3.1 R. Jacobs, Pursuits of a safer cigarette gathers pace, Financial Times, 1 June 2011
  4. Kind Consumer, British American Tobacco and Kind Consumer Announce a New Approach to Commercialise Voke, 5 January 2017, accessed June 2017
  5. Kind Consumer, Company History Infographic, company website, undated, accessed June 2017
  6. R. Jacobs, C. Barrett, Former Tesco chief puts money into Nicotine, Financial Times, 1 June 2011
  7. Kind Consumer, Sir Terry Leahy, company website, undated, accessed June 2017
  8. Medicines & Healthcare products Regulatory Agency, e Voke 10mg Electronic Inhaler PL 42601/0003 e-Voke 15mg Electronic Inhaler PL 42601/0004 (Nicotine) UKPAR Nicovations Limited, last updated November 2015, accessed June 2017