Special Announcement:
1.This article is for internal industry communication only and does not make any recommendations for brands or products.
2.The images presented in this article are used solely for factual depiction and are not intended as advertisements for any products.
3.This article is prohibited for minors to access.
Key points:
·The UK MHRA database published 320 SKUs between July 28th and August 1st, involving brands such as ELFBAR, LOST MARY, SKE, MASKKING, IVG, and others.
·MASKKING has announced its modular design product, MASKKING-LECO, while HAWCOS and ELFBAR have jointly released the HAWCOS x ELFBAR ROTATE25 DEVICE with 25,000 puffs.
·The updated SKUs of ZORVA and IVG brands primarily use nicotine concentrations of 18mg and 20mg, with flavors focused on fruity and cooling sensations.
·Brands such as ELFBAR, SKE, JNR, and MASKKING have collectively updated 304 pod SKUs.
【By 2Firsts】On August 4th, 2Firsts conducted regular monitoring and systematic organization of the Public Notices Database of e-cigarette products by the Medicines and Healthcare products Regulatory Agency (MHRA) for the week of July 28th to August 1st. During this period, MHRA published a total of 320 SKUs, including brands like ELFBAR, LOST MARY, SKE, MASKKING, and IVG.
According to the MHRA regulatory process, the product being posted in the notification database signifies that this SKU has passed compliance checks and has been granted legal approval for sale in the UK market.
The following is a list of the main brands, product types, and preliminary market trends analysis included in this update announcement.
ELFBAR's New Product will Soon be Launching in the UK, as MASKKING LEGO has been Revealed
In the "ELECTRONIC CIGARETTE - RECHARGEABLE, DEVICE ONLY ANY RECHARGEABLE WHICH CAN ALSO BE USED AS A REFILLABLE SHOULD BE REPORTED UNDER THE REFILLABLE CATEGORY" product category, a total of 3 SKUs were updated between July 28th and August 1st.
·Shenzhen Deyan Future Technology Co., Ltd.'s e-cigarette brand MASKKING has recently launched a new product SKU in this category - MASKKING-LECO. As early as March of this year, two top 2Firsts had reported on this product (read more); in June of this year, the product was also showcased at a sample sharing event hosted by 2Firsts. MASKKING-LECO features a "4 in 1" modular design as its core feature, enabling users to freely disassemble and DIY assemble the pod and battery.
·Sikary Technology Co., Ltd, a company based in Shenzhen, has introduced a new line of e-cigarette products under their brand SKE, including the SKE plus MOD and SKE 600 PRO.
·Heaven Gifts (Shenzhen) Technology Co., Ltd.'s brands ELFBAR and HAWCOS have jointly launched a new product, the HAWCOS x ELFBAR ROTATE 25 DEVICE. This product utilizes a "2+10" design and can provide 25,000 puffs. It is currently available on the UK distributor website Vape Club with a status indicating "COMING SOON.
ZORVA and IVG Launch New Flavors in 18MG and 20MG Nicotine Concentrations to Match Mainstream Preferences
A total of 11 SKUs were updated between July 28th and August 1st in the product category "Electronic cigarette – Refillable, placed on the market with one type of e-liquid (fixed combination).
·PILLBOX38 (UK) LIMITED's ZORVA 4 Pre-filled Pod with Battery line has added 10 new flavors, primarily fruit and mint, all with a consistent nicotine concentration of 18MG.
·IVG Compliance Limited's IVG XL35 added a new SKU, PINK LEMONADE 20MG, on July 29th.
·On July 28th-29th, IVG XL35 introduced a total of 15 new flavors, including fruit flavors, fruit with ice flavors, and mint flavors. All of these flavors have a nicotine concentration of 20MG.
Innokin Unveils 304 New Pods for Accessories, Featuring Brands like ELFBAR, SKE, and JNR
In the "Individual part of electronic cigarette capable of containing e-liquid" product category, a total of 1 SKU was updated between July 28 and August 1.
·Shenzhen Wulun Electronics Co., Ltd. has officially announced the release of the POD FILL POD, IMP BAR POD FILL POD, and CLICK REFILLABLE Pod under its brands Voom, VapeSoul, Silver Cig, IMP BAR, IZY VAPE, and EIDA.
In the "Others" product category, a total of 1 SKU was updated between July 28th and August 1st, involving the MVP 60K Device under the INNOKIN brand of Shenzhen Innokin Technology Co., Ltd.
In addition, a total of 304 SKUs were updated in the "Refill container/cartridge containing e-liquid" product category from July 28th to August 1st, mainly involving brands such as ELFBAR, SKE, JNR, MASKKING, and INNOKIN.
As a leading global NGP media and think tank, 2Firsts is committed to providing the latest product and technology information and insights for practitioners around the world in various categories such as e-cigarettes, heated tobacco products, and modern oral products. This aims to drive technological change and innovation in NGP products globally, ultimately bringing less harmful products and lifestyles to tobacco consumers worldwide.
With information sources covering the Chinese supply chain and global market, 2Firsts' product reporting has become one of the most influential platforms for new product and technology releases globally.
Please contact 2Firsts for inquiries and collaboration opportunities：
1. Provide clues about new products and technologies;
2. Provide comments on products and technologies;
3. Seek media coverage for your products;
4. Collect sales channels for products;
…
Contact information:
1.Email: info@2firsts.com
2.Contacted 2Firsts CEO Alan Zhao on LinkedIn.
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
