Imperial Brands adds new Sour Berry flavour to blu range
April 7, 2026
Blu Sour Berry flavour (Photo: Handout)
Imperial Brands has announced the addition of a brand-new flavour to its popular blu vape offering with the arrival of Sour Berry.
Launching across retail in April, and with an RRP of £5.99, Sour Berry brings the total number of flavour options in the blu bar kit and blu box kit to 17.
With fruit-flavours preferred by 83 per cent of vape users, Imperial Brands said customer demand is seeking differentiated, less synthetic flavours in this category. The newest addition will offer a more authentic flavour profile of wild berries, sharpened by tartness, to provide a superior flavour experience for users, engaging their senses with distinct, vibrant berry notes.
“A recurring point of feedback among customers is that they see some flavours on the market as artificial or one-dimensional. To address this, Sour Berry has been formulated specifically to offer an unexpected yet genuine flavour experience, which we anticipate will create strong demand from vape users,” Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, commented.
The new Sour Berry flavour uses the innovative AuthentiTaste formulation, which are liquids crafted with flavourings that mirror real fruit profiles and sensorial cues – like sourness – delivering a fresh, captivating experience.
The new Sour Berry flavour will be available in two formats:
- blu bar kit: Offering 1,000 puffs of intense, authentic flavour per prefilled, replaceable pod. The kit features a sleek device and is compatible with all other flavours in the extensive blu pod range, allowing users to enjoy a variety of flavour experiences.
- blu pod pack: Each pack includes two replacement blu pods, delivering an impressive total of 2,000 puffs per pod pack.
“Vape users across the UK continue to demand new and exciting flavours. As a business, we remain committed to ensuring our range reflects evolving customer taste preferences. For retailers, this means that they can in turn offer the best products and experiences to their customers,” Soccio added.
