Supreme Takes Action to Reduce Underage Use and Environmental Impact of E-cigarettes

According to reports from the British media, UK manufacturer and wholesaler Supreme has announced a series of measures to reduce the usage of its own brand of e-cigarette products among minors and lessen the environmental impact of disposable e-cigarettes. These measures include ceasing the use of flashy packaging and simplifying flavor names. The implementation of these measures will begin in the coming months, and Supreme is also calling for the entire e-cigarette market in the UK to follow suit. What has prompted Supreme to make such a decision?

In a recent inquiry, it has been discovered that Supreme is primarily engaged in the production of e-liquid, with its flagship brand being 88Vape. The company currently holds a 30% market share in the e-liquid industry in the United Kingdom, with an average profit margin of 45%. Last year, Supreme announced the acquisition of e-cigarette manufacturer Cuts Ice and e-liquid business Flavour Core, although the purchase price has not been disclosed. The company claims that its e-liquid offerings are focused on delivering value for money, asserting that their £1-per-bottle e-liquid matches the quality of £4-per-bottle e-liquid available in the market. With a range of over 50 flavors and 8 different strengths, Supreme boasts a diverse selection of e-liquid products.

As a manufacturer of e-cigarettes, Supreme owns two brands: Liberty Flights and Zillion, with the latter offering flavored disposable e-cigarettes.

2FIRSTS has learned that last year, the revenue of Supreme e-cigarette division doubled, reaching 76 million pounds. Last month, the company also secured a contract to become the exclusive distributor of the popular e-cigarette brands ElfBar and Lost Mary for Tesco, Morrisons, One Stop, and WHSmith.

According to foreign media reports, the stock price of Supreme PLC (AIM:SUP), the main distributor of disposable e-cigarettes, fell in early September, dropping by 11% to 113 pence per share in just one week. The decline can be attributed to concerns over the waste and environmental pollution associated with disposable e-cigarette kits, as well as growing calls for bans. This initiative from Supreme may be influenced by the stock market.