ELFBAR and LOST MARY, two prominent e-cigarette brands, have recently made the decision to discontinue the production of e-cigarettes with dessert and soft drink flavors that may appeal to underage individuals. The move comes as the companies aim to prioritize responsible marketing and protect young people from the potential harms of vaping.
According to a report by BBC, ELFBAR and LOST MARY are leading players in the disposable e-cigarette market in the UK, accounting for over half of the sales in this segment. Both brands are owned by IMiracle (Heaven Gifts).
In response to concerns about the impact of flavored e-cigarettes on youth, ELFBAR has already discontinued flavors such as bubblegum, marshmallow, and rainbow candy. They plan to remove more flavors from the market soon, including their popular “Bears Candy” flavor, which will now be named “Soft Candy.” Despite the need for time for these changes to reach store shelves, the companies are determined to implement these modifications as soon as possible.
ELFBAR and LOST MARY are also calling for stricter regulations on e-cigarette sales. They propose the introduction of a licensing system, similar to that of cigarettes and alcohol, which would require retailers to obtain licenses and mandate the display of e-cigarettes behind the counter. This system aims to reduce opportunities for minors to access these products and make it easier for authorities to enforce regulations. The companies believe that these measures will help combat the growing illegal e-cigarette market and improve e-cigarette disposal rates.
British American Tobacco (BAT) has expressed support for the introduction of a licensing system. However, ELFBAR opposes the implementation of a new tobacco-like tax regime, as they fear it may drive former smokers to illicit e-cigarettes or encourage a return to traditional tobacco products. On the other hand, anti-smoking charity ASH argues that increasing taxes on e-cigarettes is essential for regulating the illicit market and gaining better control over product distribution.
A recent survey revealed that ELFBAR and LOST MARY are popular choices among teenagers aged 11 to 17 who have experimented with e-cigarettes. Approximately 50% of these teenagers have used ELFBAR, while 25% have tried LOST MARY. Curiously, there has been no response from SKE, the UK’s second-largest e-cigarette retailer, regarding this issue.
The controversy surrounding disposable e-cigarettes has also led some lawmakers to call for a complete ban on their use. Concerns include their appeal to minors, environmental pollution, and the risk of fire incidents.
According to Nielsen IQ statistics, the combined sales value of ELFBAR and LOST MARY e-cigarettes exceeded £900 million in a 12-month period, with over 160 million units sold. However, these figures only represent half of the e-cigarette market, as they do not account for sales in tobacco stores, online retailers, and convenience stores. Therefore, the actual market size could potentially be twice as high.
