VEEBA Strategy: 30% Cheaper than ELFBAR in UK

On March 6, Philip Morris (PML) introduced its first disposable vape device, Veeba, in the UK, following the withdrawal of ElfBar, UK's top disposable vape brand, after its products were found to contain 50% more nicotine than the regulated maximum. However, according to 2FIRSTS's previous reports, the withdrawal did not affect ELFBAR's popularity but it sold better instead, as consumers thought they can buy products with extra puffs, a vape distributor specialist told 2FIRSTS. 

Veeba is now available in the UK with nine flavors with a nicotine strength of 1.8% (20mg/ml). Originally priced at £5, Veeba is being sold at discounted prices on many e-commerce platforms, with discounts ranging from 30% to 50%. In comparison, the price of ELFBAR 600, which also has 600 puffs, remains at around £5 per device, as shown in the graph below. 

In addition, VEEBA positions itself on its official website as eco-friendly, compliant, and targeted toward adult smokers, distinguishing itself from other brands. The product reviews on e-commerce platforms are shown in the following screenshot. 

According to its official website, the VEEBA Recycling Program is designed to reduce waste and promote responsible consumption. Users can get a free returns label from its website, package their used VEEBA devices (at least 4 used devices), and drop them off at their local post office. The Royal Mail portal allows users to register their return and receive an email with their postage label. Users can send back up to 40 used VEEBA devices per returns label at no extra cost.

Also read: 

PML Launches New Disposable VEEBA in UK

BAT Slams Disposable Vapes After Failing to Acquire Elfbar. A Retaliation?

How the Overfill Scandal has Affected Their Business as Described by the E-Cigarette Distributors