Blu 2.0

Blu 2.0, the next generation vape from Imperial, is being rolled out to the convenience channel this month, following its release in the grocery channel last October. 

The device features a smooth and rich vaping experience thanks to its ceramic heating pod technology; a long lasting battery; and bigger 1.9ml volume liquidpods. Alongside the technical enhancements, blu 2.0 (RRP £9.99) offers a sleek ergonomic design, a magnetic lock; and ‘power tap’, which enables users to check the battery level with a simple tap.

There are six pod flavours compatible with the device, which have an RRP of £6.99 for a pack of two. Available in 9mg/ml and 18mg/ml nicotine strength variants, pod flavours include Golden Tobacco, Polar Menthol, Fresh Mint, Berry Mix, Blueberry Ice and Fresh Mango.

Imperial will be supporting the launch of blu 2.0 with consumer and trade activations and media support to drive trial and sales of the new range.

Tom Gully, Imperial Tobacco’s head of consumer marketing UK&I said: “The UK vaping market is growing rapidly and while it’s already worth an impressive £1.2bn, it’s expected to reach £1.4bn in the next three years [ECigIntelligence]. We’ve seen a wide number of retailers seize the opportunity to tap into this high growth category but in order to retain their customers, we need to ensure the products on offer meet their ever-evolving needs. Through the launch of blu 2.0, we’ve developed a product that looks better, tastes better and lasts longer than before, to provide consumers with the next generation vape product they’re looking for.”