Disposable vape maker to ditch bright coloured products amid Government pressure
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Disposable vape manufacturer Supreme has said it will stop using bright coloured products, make its packaging plain and use “age-appropriate” flavours in a bid to ward off a heavy clampdown on its products.
Sandy Chadha, chief executive of the firm, stressed it is “fully committed to eradicating underage vaping”.
Last week, Health Secretary Steve Barclay pledged to cut the marketing of vapes to children, saying it makes them “look like sweets”.
It came as the Government launched an eight-week consultation on vaping and best practice.
Among the options being considered are a complete ban on disposable vapes, restricting their sale, or ensuring they cannot be sold in an array of flavours and colours that might appeal to youngsters.
Labour has taken a similar position, with shadow health secretary Wes Streeting saying that a Labour government would come down on the vaping industry “like a ton of bricks”.
Shares in Supreme slumped as a result of speculation of a crackdown last month, but the firm has since seen its value steady after defending its position and posting strong financial results.
On Wednesday, Supreme said products ranging from disposable vapes to liquids will have plain packaging.
The items themselves will also no longer be in bright colours, with plans to now make them “plain black, white or grey”.
Whilst we believe flavoured vapes are a critical part of many ex-smokers 'quitting journey'... we are also desperate to ensure that those flavours do not spark any interest in younger people
These were part of a range of measures which also included changing the names of flavours so they are “age appropriate”.
Supreme said its Peach Dream flavour will be become Peach, and Sweet Strawberry will become Strawberry, to “reduce the shelf appeal for underage vapers”.
The supplier said the commitments only apply to its own 88Vape brand lines, and not other brands which it sells in the UK through its import business, such as ElfBar and Liberty Flights.
Supreme’s products are sold in a raft of UK retailers, including discounters B and M, Home Bargains and Poundland, as well as supermarkets.
Mr Chadha added: “Whilst we believe flavoured vapes are a critical part of many ex-smokers ‘quitting journey’ as they seek to replace that tobacco taste for something more palatable, we are also desperate to ensure that those flavours do not spark any interest in younger people.
“We are fully supportive of any further legislation in the sector and believe it is the right thing to do to begin to transition our business by removing or changing anything from within our product set that could be deemed compromising.
“As government guidance evolves, we may seek to re-assess this approach.”
It came as the company separately told shareholders it is on track with financial targets for the current year.
