February 28, 2023
Philp Morris International (PMI) has announced the launch of Veeba, a “premium, responsible, and sustainable” disposable e-vapour device in the UK.
The company, which owns heated tobacco brand IQOS and recently acquired nicotine pouch brand Zyn, said its new smoke-free product is developed specifically for use by adult smokers and existing adult nicotine users who are looking for a better alternative to continued smoking.
Available in nine flavours, Veeba’s liquid is made from pharma-grade nicotine and food-grade flavourings, which have passed rigorous scientific and quality assessments to ensure they deliver a consistent taste every time. Veeba emits on average over 99 per cent lower levels of harmful chemicals compared to cigarettes, but is not risk free and delivers nicotine.
Veeba’s liquids guarantee a nicotine level of 1.8 per cent (20 mg/ml), with each production batch receiving a Certificate of Analysis (COA) and subject to regular – and randomised – checks to ensure devices have the correct liquid composition and nicotine content.
The commitment to quality extends to the product build, with Veeba’s compact and ergonomic design finished in a premium soft-touch aluminium body, able to be used and then recycled.
In addition, the company has also announced the Veeba Recycling Programme that 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 that manufacturers can use to make new products.
PMI said the brand’s packaging, device and flavour descriptors have been specifically designed to appeal to adult smokers only. 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 the firm’s youth-access prevention programme, to focus on providing existing adult nicotine users and adult smokers with access to Veeba.
“PMI has invested $10.5 billion in the research and development of a multi-category portfolio of smoke-free products since 2008, applying scientific methods – inspired by the pharmaceutical industry – to ensure that every product adheres to the highest manufacturing standards and strict quality control measures, with Veeba no exception,” said Kate O’Dowd, head of commercial planning.
“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,” she added.
Exclusive data supporting the launch of Veeba, by KAM and on behalf of PML, found that 43 per cent 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 – all fulfilled by disposable e-vapour devices, and Veeba specifically.
Duncan Cunningham, external affairs director at Philp Morris Limited, said: “It’s clear that the disposable segment within the e-vapour category is growing exponentially for adult tobacco and nicotine users in the UK. PML is responding to the immediate need for a smoke-free offer to be commercialised responsibly, and that is sustainable, trust-worthy, and reliable. By doing so, we aim to increase adult smokers’ and nicotine users’ access to responsible, disposable e-vapour devices that actively contribute to reducing the harm from smoking – while limiting the appeal and use among unintended audiences, particularly youth. We believe these priorities can be maintained without compromising on taste, enjoyment, or quality. Veeba from PMI is positioned within our Smoke-Free Products portfolio to fulfil that role.”
Priced at £4.99 per stick, Veeba is available at participating C&C or PML’s Digital Trade Engagement Platform (DTE) and is supported by a strong introductory offer for retailers.