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Key points:
·Multiple top e-cigarette brands such as SKE, ELFBAR, IVG, and VOZOL have recently been approved and showcased in the MHRA system in late April, indicating that these new SKUs have been granted market approval and will soon officially enter the UK market.
·The product types cover both pods and devices: The newly approved products include both e-cigarette pod SKUs and pod system device SKUs.
·Flavor trends are evident: Analysis of the newly showcased pod flavors shows that fruit flavors are dominant, especially mixed fruit and flavors with a cool sensation like "Ice" or "Slush."
·Nicotine concentrations are concentrated at 10mg/mL and 20mg/mL: Most of the newly showcased pod SKUs provide a choice of nicotine concentrations at 10mg/mL and 20mg/mL, with 20mg/mL being the most frequently appearing concentration.
Recently, a search of the MHRA e-cigarette product announcement database revealed that brands such as SKE, ELFBAR, IVG, and VOZOL all had new SKUs showcased in late April this year. After completing the showcase process at the UK Medicines and Healthcare products Regulatory Agency, the new SKUs indicate that they have obtained market approval and will soon be officially entering the UK market for sale.
2Firsts collected and organized the public information from the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notification database in late April. The new SKUs for various e-cigarette brands cover a range of e-cigarette types. The following is a detailed summary of the public announcement:
SKE: Fruit and Ice Flavors Dominate with a Strong Emphasis on Berries
In late April, SKE publicly listed 28 SKU numbers in the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette database, all of which are e-cigarette pod products. 2Firsts gathered the information disclosed by SKE and conducted an analysis, uncovering the following product characteristics:
·Diverse range of flavors: Covering various types such as fruit, candy, drinks, mint, and tobacco;
·Fruit and ice flavors are mainstream: Most flavors fall under the fruit category, with many incorporating an "Ice" element, aligning with the current trend in the e-cigarette market favoring cool and sweet fruit flavors;
·Berry flavors stand out: A variety of flavors featuring "Berry" "Blueberry" "Strawberry" "Raspberry" and "Blue Razz";
·Includes classic and new flavors: Offering classic flavors like Tobacco as well as new candy-inspired flavors like Hubbla Bubbla and Blue Razz Gummy/Fruit Gum;
·Two nicotine concentrations: Nicotine concentrations of 10mg/mL or 20mg/mL are directly indicated after the flavor name, with 20mg/mL being the most common concentration.
VOZOL Emphasizes Ice and Coolness Sensations in Flavor Naming, Evoking Associations
In late April, VOZOL published 24 SKU e-cigarette pods on the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette query system in the UK. 2Firsts collected and analyzed the information disclosed by VOZOL, and found the following product features:
·Emphasis on icy and refreshing sensation: Many flavor names include the term "Slush" (such as Strawberry Kiwi Slush, Dragon Cherry Slush), indicating that these flavors are intended to provide a cool sensation similar to a slushie;
·Multiple fruit combinations: Many flavors mix multiple fruits together to create more complex flavors;
·Evocative flavor naming: In addition to fruit names and "Slush" words like "Paradise" "Pop" "BBG" "Splash" "Bliss" "Love 777" are also used. These words vividly describe the flavor characteristics and evoke certain emotions;
·Uniform nicotine concentration: All flavor names on the list are followed by "20mg/ml.
ELFBAR: ELFX ULTRA Adds 12 New Colors
In late April, ELFBAR unveiled 2 SKU in the e-cigarette database of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK, both of which are pod system devices. 2Firsts collected and analyzed the information disclosed by ELFBAR and found the following product features:
·The e-cigarette device being announced is the ELFX ULTRA (read details), which now offers 12 new color options. The device has a battery capacity of 500mAh and a 2ML pod.
·It is worth noting that the ELFBAR ELFA V2 Rechargeable Device, ELFBAR 600 Rechargeable Device, and HAWCOS × LOST MARY CRYSTAL PRO Device all share the same product number, but upon comparison, it is evident that they have significant differences in appearance.
IVG has Added 48 New Flavor SKUs, Most of Which are "Mixed Fruit" and "Fruit + Ice" Varieties
In late April, IVG listed 48 SKU on the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette query system, all of which are pod system pods. 2Firsts collected and analyzed the IVG disclosure information, and found the following product characteristics:
·The e-liquids on the market are mainly in flavors such as "mixed fruits" and "fruits + ice".
·The nicotine content of the e-liquids on the market are available in two options: 20mg and 10mg.
According to reports, the British government is set to implement a ban on disposable e-cigarettes on June 1, 2025. The ban will prohibit the sale, supply, and possession for sale or supply of disposable e-cigarette products, including those containing nicotine and those that do not. However, reusable and refillable e-cigarette products will continue to be legally sold.
The Medicines and Healthcare products Regulatory Agency (MHRA) is the UK government agency responsible for regulating medicines, medical devices, blood products, and e-cigarette products containing nicotine.
2FIRSTS is a product column dedicated to providing readers with the latest product information in the tobacco industry. We aim to collect and share first-hand information from the industry to a wider audience. We welcome readers to submit contributions to us and share the latest products in the e-cigarette field.
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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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