VEEV Shifts UK Strategy: Discontinues Disposables, Rolls Out 32 Pod-Based SKUs In May

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Key Points:

·32 new SKUs announced: The e-cigarette brand VEEV under Philip Morris International (PMI) has successfully completed the notification process with the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK and obtained market approval, in compliance with local regulatory requirements.

·30 flavors to choose from: VEEV brand reveals 30 pod SKUs, covering flavors such as fruit, mint, and tobacco, with nicotine concentrations of 1.8% and 1.6%.

·Eco-friendly recycling: VEEV brand claims that both their devices and pods can be recycled, and returning any e-cigarette product for recycling can get you a £5 voucher.

·Charging time of 45 minutes: The VEEV ONE and VEEV ONE SE utilize ceramic heating technology, allowing for a quick charging time of just 45 minutes.

·Launched in the UK market: The VEEV ONE product series has landed on the IQOS official website, and is simultaneously available on e-cigarette distributor websites such as The Electric Tobacconist, Vape UK, and Sainsburys targeting the UK region.

【By 2Firsts】Recently, an investigation of the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notification database revealed that Philip Morris International (PMI) has announced 32 new SKUs for its e-cigarette brand VEEV in early May of this year. These new SKUs have completed the notification process with the MHRA, indicating they have been granted marketing authorization and are now officially on the market in the UK for sale.

A search of IQOS’s official UK website by 2Firsts shows that the VEEV NOW disposable e-cigarette is no longer for sale. Meanwhile, the VEEV ONE device and pod series have been officially launched.

VEEV Unveils 32 SKUs of Devices and Pods

2Firsts has collected and compiled detailed information on e-cigarette product notifications from VEEV in early May in the UK Medicines and Healthcare products Regulatory Agency (MHRA) database.

According to public information, in early May, VEEV published 32 SKUs in the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette query system in the UK. These new SKUs were all applied for registration by PHILIP MORRIS PRODUCTS SA, specifically for the VEEV ONE SE, VEEV ONE, and VEEV brands.

VEEV ONE SE & VEEV ONE are Pod System Main Devices

VEEV ONE SE and VEEV ONE are two e-cigarette device SKUs categorized as "rechargeable e-cigarettes, device only", indicating that any rechargeable and refillable device should be classified as refillable category. This means that these are pod system main devices, rather than e-liquid (or pod) subtypes with specific flavors or nicotine content.

VEEV Offers 30 Pod Flavors With 1.6% and 1.8% Nicotine Options

·The remaining 30 SKUs under the VEEV brand are "supplement containers/pods containing e-liquid," indicating that they are e-liquid refills or pre-filled pods for e-cigarette devices.

·The VEEVpod comes in a variety of flavors, including fruit flavors, mint/cool flavors, and tobacco flavors.

·The majority of VEEVpod flavors contain 1.8% nicotine, including tobacco and mint flavors such as VELVETY MINT, BALANCED TOBACCO, FINE TOBACCO, BLENDED TOBACCO, MELLOW TOBACCO, SEA MINT, GREEN MINT. The nicotine concentration of these flavors is 1.6%.

VEEV ONE Kit With Two Pods Enters UK  Market

2Firsts collected the parameter information of the VEEV ONE device and pod series, as shown in the following figure:

According to the specifications, the VEEV ONE kit has a capacity of 2,000 puffs, both the VEEV ONE and VEEV ONE SE use ceramic heating, and the charging time is 45 minutes. The brand claims that both the device and pods can be recycled. The official website states that "recycling any e-cigarette product will earn you a £5 voucher.

The VEEV ONE series products are all sold on the IQOS official website. Currently, the website displays 14 pod flavors to choose from, mainly covering fruits, mint, and classic tobacco flavors. All pods have a nicotine content of 1.8% (equivalent to 20mg/ml).

Currently, the VEEV ONE series of products has been launched on the IQOS official website and is also available on e-cigarette distributors' websites focused on the UK market such as The Electric Tobacconist, Vape UK, and Sainsburys. It is reported that the series was first released in September 2024.

The VEEV brand was last publicly listed with the UK Medicines and Healthcare products Regulatory Agency (MHRA) in May 2024, with the next listing scheduled for May 6th to May 9th, 2025.

The UK government is set to implement a ban on disposable e-cigarettes starting June 1, 2025. The ban will prohibit the sale, supply, and possession of disposable e-cigarette products, including those containing nicotine and those without nicotine. However, reusable and refillable e-cigarette products will continue to be legally sold.

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