Imperial unveils its next generation vape, blu 2.0

Imperial has announced the launch of its latest next generation vape, blu 2.0.

With a sleek new device from the popular blu brand and enhanced features, the company said the launch would provide retailers with the perfect product to help them tap into the flourishing vape market.

Rolling out into the wholesale and convenience channels now, the new blu 2.0 device promises a smooth and rich vaping experience thanks to its ceramic heating pod technology, a longer lasting battery – 400mAh vs. 350mAh for myblu – and bigger 1.9ml volume liquidpods.

Alongside the technical enhancements, blu 2.0 offers a sleek ergonomic design, a magnetic lock feature and ‘power tap’, which enables users to check the battery level with a simple tap.

“The UK vaping market is growing rapidly and while it’s already worth an impressive £1.2 billion, it’s expected to reach £1.4bn in the next three years,” said Tom Gully, Imperial Tobacco’s head of consumer marketing UK&I.

“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.”

In addition to the new and improved blu 2.0 device, there is a supporting range of six flavours to choose from, each available in 9mg/ml and 18mg/ml nicotine strength variants. These include Golden Tobacco, Polar Menthol, Fresh Mint, Berry Mix, Blueberry Ice and Fresh Mango.

The blu 2.0 device will be available to buy with an MRRP of £9.99 and £6.99 for a pack of two liquidpods.

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.