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Main points of the article:
·Fine-tuning flavor descriptions: E-cigarette brands such as MR FOG, GEEKBAR, PYNE POD, and others have introduced products with more detailed flavor descriptions, including notes on cooling sensations, sweetness, throat hit, and other dimensions.
·Innovative flavor combinations: MR FOG's NOVA BLUE RAZZ STEEZY mixes blueberry with 16 other fruits and a cool icy flavor for a unique twist.
·Customized PG/VG ratios: GEEKBAR's NIC SALT e-liquids are customized with different PG/VG ratios based on flavor, such as 60PG/40VG for Cherry Ice.
Since the latter half of 2024, the e-cigarette market has seen a wave of technological innovation, with many brands introducing dual or triple tank e-cigarette products with flavor adjustment capabilities. Observations by 2Firsts indicate that in the second quarter of 2025, leading e-cigarette brands like GEEKBAR, MR FOG, and PYNE POD have further expanded their offerings by introducing more detailed e-liquid and e-cigarette products on top of their existing adjustable flavor options.
"Adjustable Flavor" Products Lose Steam
In the second half of 2024, several well-known brands including ELFBAR, LOST MARY, SMOK, and OXBAR have all introduced e-cigarette products with multiple adjustment functions. These products primarily focus on temperature adjustment, nicotine concentration adjustment, and sweetness adjustment, with some brands even offering more specialized adjustment modes such as acidity adjustment, spiciness adjustment, and dual-flavor mixing adjustment. The product form has also evolved from simpler dual-tank e-cigarettes to three-tank e-cigarettes.
As of February 2025, several brands have introduced e-cigarettes with four adjustable settings for ice level, sweetness level, nicotine concentration, and voltage output (read more).
However, according to observations from 2Firsts, it has been found that since 2025, major brands have essentially completed the layout of their "flavor adjustable" products, and the market heat is gradually stabilizing, with a noticeable slowdown in the speed of new product launches.
Trend Towards More Detailed Flavor Descriptions Becoming Apparent
As we enter the second quarter of 2025, 2Firsts has noticed that many e-cigarette brands, including GEEKBAR, MR FOG, and PYNE POD, have enriched and detailed their product flavor descriptions. They have added multiple flavor intensity standards such as "Coolness," "Sweetness," and "Throat Hit.
2Firsts collected several representative products, such as the NOVA BLUE RAZZ STEEZY and NOVA MINT STEEZY e-cigarettes from MR FOG; the Click 66K from Pyne Pod; and the NIC SALTS e-liquid from GEEK BAR. These products have innovated in terms of flavor refinement and diversity.
Mr. Fog: Deep Segmentation of Blueberry and Mint Flavors
E-cigarette brand MR FOG recently showcased two new products on its official website: NOVA BLUE RAZZ STEEZY and NOVA MINT STEEZY. These products are both extensions of the "NOVA ORIGINAL" series, with the former featuring a blueberry flavor and the latter focusing on the mint flavor series.
2Firsts collected the basic product parameters of NOVA BLUE RAZZ STEEZY and NOVA MINT STEEZY as shown in the table below:
Nova Blue Razz Steezy and Nova Mint Steezy are special flavor series products, with flavor options as listed in the table below:
According to information on the official MR FOG website, NOVA BLUE RAZZ STEEZY is specifically designed for blueberry enthusiasts. This product combines the classic blueberry flavor with 16 different flavors, including sour lemon ice and triple mango, mainly focusing on fruit and icy flavors.
These 16 different blueberry flavors are all labeled with levels of "Coolness," "Sweetness," and "Throat Hit." Among them, PEACH ICE, BLUE RANCHER ICE, SOUR LEMON ICE, and ICE have the strongest sensations of coolness and throat hit, each being rated at three stars and five stars respectively. The flavors of BANANA and TRIPLE MANGO have the highest sweetness level, at three and a half stars.
NOVA MINT STEEZY comes in three flavors: MIAMI, CLASSIC, and MENTHOL, each labeled with "Coolness," "Sweetness," and "Throat Hit." All three flavors have consistent levels of coolness and sweetness, while CLASSIC and MENTHOL have a full star rating for Throat Hit, with MIAMI slightly lower in this aspect.
Geekebar: Customized PG/VG Ratio
The e-cigarette brand GEEKBAR recently released a new e-liquid product called NIC SALTS on its official website. The product offers 16 flavor options, comes in 10ml e-liquid bottles, and contains 20mg/ml of nicotine. According to the website, the brand has customized the PG/VG ratio for each flavor of e-liquid.
2Firsts has collected the main flavors of NIC SALTS, as shown in the specific table below:
The flavors of NIC SALTS mainly consist of "fruit" and "fruit + ice" flavors, along with other options like Cool Mint and Coffee Tobacco. Each flavor is labeled with indicators such as "FRAGRANCE", "COOLNESS", "SWEETNESS", and "THROAT HIT".
According to the official website of GEEKBAR brand, NIC SALTS support "Custom PG/VG Blend". For example, the Cherry Ice flavor is a 60PG/40VG blend, the Strawberry Kiwi flavor is a 55PG/45VG blend, and the Pineapple Ice flavor is a 45PG/55VG blend.
PYNE POD: Coolness, Sweetness, and Throat Hit Rated by Stars
The e-cigarette brand PYNE POD recently launched the Pyne Pod Click 66K disposable e-cigarette kit on several e-cigarette retailer websites in the United States. Each kit includes one Pyne Pod Click 66K disposable e-cigarette (battery device + pod) and one spare pod.
2Firsts has collected product parameter information for the Pyne Pod Click 66Ke-cigarette, as shown in the detailed chart below:
In terms of product flavors, the Pyne Pod Click 66K has a total of 11 flavors, each labeled with "COOLNESS", "SWEETNESS", and "THROAT HIT".
Among them, STRAWMANGO has the lowest level of sweetness, with only two stars; both TRAWMANGO and BLUEBERRY WATERMELON have a low level of iciness, also rated at two stars, which is the lowest among many flavors; while in terms of throat hit, the 11 flavors are mainly distributed in the three-star and four-star levels.
At the "Global Tobacco Innovation and Technology Symposium" held by 2Firsts on February 2, 2025, the product editor gave a keynote speech on "New Year, New Trends: 2025 e-cigarette New Products and Trends," predicting the core trends in the e-cigarette market for 2025. With the dual impetus of technological innovation and regulatory upgrades, the e-cigarette market outside the TPD standard will focus more on "innovative breakthroughs," creating unique consumer experiences through upgrades in visuals, flavors, tactile sensations, and other aspects to form competitive barriers. The trend of detailed flavor descriptions of e-cigarette products is confirming 2Firsts' previous predictions. (Read more)
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Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
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