Setting the new bar

disposable vapes

IMPERIAL Tobacco has entered the disposable vape category for the first time, with the launch of Blu Bar.

Comprising a range of fruit-flavoured disposable and ready-to-use vape products, Imperial said each Blu Bar device contains 20mg of nicotine in two millilitres of liquid, providing up to 600 puffs.

Available to buy at an MRRP of £5.99 per device, Imperial’s range includes six flavours that the company said were chosen specifically to match with consumer choices across the category.

The variants are Mango Ice, Kiwi Passionfruit, Banana Ice, Strawberry Ice, Peach Ice, and Watermelon Ice.

Imperial is also further supporting the launch of Blu Bar with a special Profit on Return deal of up to 43% at wholesalers.

Tom Gully, head of consumer marketing UK&I at Imperial Tobacco, said: “Disposables are taking over the vape category, with the segment seeing rapid growth in the last year.

“In fact, recent figures show they now account for 70% of vape sales.”