Philip Morris International launches Veev One cartridge-based e-cigarette in the UK, priced at £8.99

Philip Morris International launches Veev One cartridge-based e-cigarette in the UK, priced at £8.99

Philip Morris International has launched a new cartridge-type e-cigarette, Veev One, in the UK, priced at £8.99. The cartridge-type e-cigarette has been launched in Italy and the Czech Republic in the past year. John Rennie, commercial director of Philip Morris International UK and Ireland, said that Veev One, as a high-end, responsible and recyclable e-cigarette, will stand out on the basis of its success in the European market.

 

According to thegrocer on August 6, Philip Morris International (hereinafter referred to as "Philip Morris International") launched a new cartridge-type e-cigarette, Veev One, in the UK, priced at £8.99. The cartridge-type e-cigarette has been launched in Italy and the Czech Republic in the past year. The company said that Veev One "surpassed other e-cigarette brands" in the local market and became the first of this type of e-cigarette.

 

It is reported that relevant data shows that since January this year, cartridge-type e-cigarettes (users can put the cartridges containing disposable nicotine liquid into rechargeable devices) have grown by 35%.

 

Veev One currently offers 12 flavors of cartridges, covering the three major taste categories of aromatic, cool and warm. The flavours include Watermelon, Blueberry, Mint Blue, Blueberry Raspberry, Strawberry, Mango and Tobacco.

 

John Rennie, Commercial Director of PMI UK & Ireland said:

 

"We are very excited to introduce Veev One to the UK market at a critical time of change for the e-cigarette industry."

 

"As the UK market develops, Veev One will stand out as a premium, responsible and recyclable e-cigarette that builds on its success in the European market."

 

To coincide with the launch, PMI has also launched a recycling scheme where customers can return used cartridges and devices for a £5 reward on their next purchase from the IQOS online store.

 

PMI said that Veev One is different from traditional devices, with its ceramic heating technology that provides a consistent taste and a low-liquid detection system to prevent the burnt taste caused by running out of e-liquid.

 

The launch comes a few weeks after Imperial Brands launched its "new and improved" Blu Bar refillable e-cigarette device, which is similar to Veev One and provides 1,000 puffs per cartridge. Yawer Rasool, consumer marketing director for Imperial Brands UK & Ireland, said:

 

"As consumers seek out stronger taste experiences, more convenient delivery options and competitive pricing, we believe the Blu Bar packs offer a significant sales opportunity for wholesalers and retailers, as well as a new revenue stream in light of the upcoming ban on disposable e-cigarettes."

In January, the Conservative government announced that disposable e-cigarettes – devices that are enclosed and cannot be refilled or recharged – would be banned in the UK. The government cited disposable e-cigarettes as a major factor in the sharp rise in underage smoking. According to data from Action on Stop Smoking and Health (ASH), the use of disposable e-cigarettes by minors aged 11 to 17 has increased nearly ninefold in the past two years.

 

During this government period, restrictions on flavours specifically marketed to children and ensuring manufacturers produce "plainer, less visually appealing" packaging were also proposed. At the same time, the government focused on how e-cigarettes were displayed in stores, keeping them away from children and products that would appeal to them, such as sweets.

 

As the ban on disposable devices is phased in, major disposable brands, such as ElfBar and SKE, have designed new products to operate outside the regulations. Despite the inevitable impact of the ban, disposable devices still account for 88% of e-cigarette sales in the UK.