Imperial Brands bolsters vape range with new flavour
NICOTINE products firm Imperial Brands has announced the addition of a brand new flavour for the Blu Bar vapes range with its new Sour Berry variant.
Available across retail from April, the new Sour Berry variant marks the latest flavour addition to the Blu Bar range bringing the total number of variants to 17.
The new launch comes as fruit flavours continue to dominate the vapes space. This is according to new total retail EPOS data from Imperial which found that 83% of vape users prefer a fruity variant in the category.
In response to this demand, Imperial has introduced the new Sour Berry variant in a bid to capitalise on the trending flavour and deliver for its retailer customers.
The new addition boasts a “more authentic” flavour profile of wild berries, sharpened by a tartness to provide a unique flavour experience for users.
Blu Bar Sour Berry comes in both a Kit format – which offers users a vape device alongside a replaceable pod – along with the Blu Pod pack that includes two replacement pods and delivers a total of 2,000 puffs per pack. Each comes with an RRP of £5.99.
Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, said: “Vape users across the UK continue to demand new and exciting flavours. As a business, we remain committed to ensuring our range reflects evolving customer taste preferences.
“For retailers, this means that they can in turn offer the best products and experiences to their customers.
“A recurring point of feedback among customers is that they see some flavours on the market as artificial or one-dimensional. To address this, Sour Berry has been formulated specifically to offer an unexpected yet genuine flavour experience, which we anticipate will create strong demand from vape users.”
