Recently, we checked the MHRA’s electronic cigarette product notification database and found that brands such as SKE, ELFBAR, IVG, and VOZOL all announced new SKUs in late April this year. After the new SKU completed the public announcement process with the UK Food and Drug Regulatory Authority, it indicated that it had obtained marketing approval and would subsequently officially enter the UK market for sale.
We have collected and sorted out the publicized information from the MHRA’s electronic cigarette product notification database in late April. The new SKUs of various electronic cigarette brands cover multiple types of electronic cigarettes. The following is the detailed publicized information:
SKE: Fruit and icy flavors are the mainstream, with berry flavors being prominent
In late April, SKE disclosed 28 SKUs in the MHRA e-cigarette query system of the United Kingdom, all of which were e-cigarette cartritges. We collected the disclosed information of SKE and analyzed it, and found the following product features:
Rich variety of flavors: covering multiple types such as fruits, candies, beverages, mint and tobacco;
Fruit and icy flavors are the mainstream: Most flavors fall within the fruit category, and many incorporate the “Ice” element, which aligns with the current general trend in the e-cigarette market that prefers cool and sweet fruit flavors.
The Berry flavors are prominent: There are many types of flavors containing “Berry”, “Blueberry”, “Strawberry”, “Raspberry”, and “Blue Razz”.
It includes both classic and new flavors: there are classic flavors like Tobacco, as well as new flavors that simulate candies such as Hubbla Bubbla and Blue Razz Gummy/Fruit Gum;
Two nicotine concentrations: The nicotine concentration of 10mg/mL or 20mg/mL is directly marked after the flavor name, among which 20mg/mL is the most frequently seen concentration.
VOZOL: Emphasizing the smoothness of smoothness, the name of the flavor is thought-provoking
In late April, VOZOL disclosed 24 SKUs in the MHRA e-cigarette query system of the United Kingdom, all of which were e-cigarette cartritges. We collected the disclosed information of VOZOL and analyzed it, and found the following product features:
Emphasizing the smoothness/icy sensation: The word “Slush” is included in multiple flavor names (such as Strawberry Kiwi Slush, Dragon Cherry Slush), indicating that these flavors aim to provide a coolness similar to that of smoothies;
Multiple fruit combinations: Many flavors are created by mixing various fruits together to produce more complex flavors;
The flavor names are associative: In addition to the fruit names and “Slush”, words such as “Paradise”, “Pop”, “BBG”, “Splash”, “Bliss”, “Love 777”, etc., are also used. These words describe the flavor characteristics more vividly and bring about certain emotional associations.
Uniform nicotine concentration: All flavor names in the list are marked with “20mg/ml”.
ELFBAR: ELFX ULTRA adds 12 new colors
In late April, ELFBAR posted two SKUs on the MHRA’s e-cigarette query system in the UK, both of which were reflet-type e-cigarette devices. We collected and analyzed the information posted by ELFBAR and discovered the following product features
The publicized e-cigarette device is ELFX ULTRA (read details). This device has added 12 color options this time. At the same time, a device with a battery capacity of 500mAh and a 2ML cartridge have been publicized.
It is worth noting that The ELFBAR ELFA V2 Rechargeable Device, ELFBAR 600 Rechargeable Device and HAWCOS × LOST MARY CRYSTAL PRO Device share the same product number. However, after comparison, it was found that there are significant differences among the three in terms of appearance and form.
IVG: 48 new flavors and SKUs have been added, mostly “mixed fruits” and “fruits + ice”.
In late April, IVG publicized 48 SKUs on the MHRA’s e-cigarette query system in the UK, all of which were reflow e-cigarette cartridges. We collected the publicized information of IVG and analyzed it, and found the following product features:
The publicized e-liquids are mostly of various flavors such as “mixed fruit” and “fruit + ice”.
The nicotine content of the publicized e-liquid is available in two types: 20mg and 10mg.
It is reported that the British government is about to implement a ban on disposable e-cigarettes on June 1, 2025, requiring a ban on the sale, supply and possession of disposable e-cigarette products for sale or supply, including both nicotine-containing and nicotine-free disposable e-cigarettes. Reusable and refillable e-cigarette products will continue to be sold legally.