Elfbar, the UK's leading vape brand, along with its sister brand Lost Mary, has announced it will discontinue dessert and soft drink flavours that have been criticised for appealing to children. The brands, which together account for over half of the UK's disposable vape sales, are calling for a new licensing regime similar to those for cigarettes and alcohol.
Elfbar has already removed flavours such as Bubble Gum, Cotton Candy, and Rainbow Candy, with more expected to follow. Gummy Bear was renamed Gummy and is now called Gami. However, some flavours may reappear under different names, and a decision on Cola flavour is pending, as the company argues it can appeal to adults as well as children.
The company also urged tighter restrictions on vape sales, including a licensing regime for retailers and rules requiring vapes to be displayed behind counters. An Elfbar spokesman stated that such measures would reduce children's access to vapes, help regulate sales, combat the illicit market, and increase recycling rates.
The government consultation on new vape regulations closes on 6 December, with legislation expected in England, Scotland, and Wales soon after. Elfbar opposes a new tax on vapes, arguing it would drive former smokers towards illegal products or back to cigarettes. However, anti-smoking charity ASH criticised Elfbar's proposals as half measures, supporting a tax to better control products at the border.
A survey by ASH found that 50% of 11 to 17-year-olds who had tried vapes had used an Elfbar, and 25% had tried Lost Mary. Councils have called for a ban on disposable vapes, citing child appeal, litter problems, and fire hazards. Elfbar and Lost Mary sold over £900 million worth of vapes in twelve months, representing more than 160 million units, according to NielsenIQ.
