Philip Morris Limited (PML) has entered the disposable vape market with the launch of Veeba, branded as a premium option in the category.

Veeba is available in nine flavour varieties, including Gold, Indiblue, Turquoise, Yellow-Geen, Summer, Red, Classic, Coral Pink and Mauve. The supplier said it emits on average over 99% lower levels of harmful chemicals compared to cigarettes, however it is not risk-free as it provides nicotine, which is addictive, and it is only for adults.

Its e-liquid contains a nicotine level of 1.8% (20mg/ml), with each production batch receiving a Certificate of Analysis and subject to regular and randomised checks to ensure devices have the correct liquid composition and nicotine content.

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Veeba’s Recycling Programme also enables and encourages users to dispose of used devices in a responsible and sustainable manner, with products cleaned and separated by material type, and then recycled into raw formats manufacturers can use to make new products.

In accordance with the supplier’s marketing practices, the packaging, device and flavour descriptors have been designed to appeal to adult smokers only. It explained that Veeba has not been “commercialised with flavour descriptors that may appeal to youth, such as images or descriptions of candies or desserts, or brightly coloured or flashy devices or packaging. Instead, subtle colours and functional flavour descriptors work together with PML’s youth-access prevention programme, to focus on providing existing adult nicotine users and adult smokers with access to Veeba.”

Kate O’Dowd, head of commercial planning for PML, said: “Veeba demonstrates that a responsible disposable e-vapour device can fulfil the needs of existing adult nicotine users and generate returns for retailers, all while striving for excellence in quality, compliance, and sustainability. Retailers can feel assured that by listing Veeba, they are stocking a smoke-free product that adheres to local laws and in many cases, strives to go even further.”

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Exclusive data supporting the launch, by KAM and on behalf of PML, found that 43% of UK convenience retailers are more inclined to do business with a manufacturer that responsibly commercialises smoke-free products.

The data also revealed retailers ranked price, flavour range and convenience as key factors adult smokers would consider if choosing a smoke-free alternative in 2023.

With an RRP of £4.99, Veeba is available at participating wholesalers and PML’s Digital Trade Engagement Platform, and will be supported by introductory offer for retailers.

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