Blu has joined the ‘pod mod’ trend with the launch of a compact closed vape device called MyBlu.
The NPD is the latest easy-to-use, entry-level vaping gadget to hit the market, joining other pod mods such as the Vype Pebble.
MyBlu’s one-step ‘click and go’ design for changing its nicotine liquid pod allowed users to “switch between flavours in seconds” said Blu. It is available online now and set to roll out soon to supermarkets, with a starter pack comprising device, USB charger and pod in tobacco flavour (rsp: £19.99).
Other pod variants include Green Apple, Eucalyptus Lemon, Bourbon Caramel and Ginseng Ginger at zero, 0.8% and 1.6% nicotine strengths (rsp: £5.99/two-pack).
“With 57% of new vapers opting for closed systems, we’re incredibly excited about the possibilities MyBlu offers as we seek to widen the scope of our product offering in this dynamic new category,” said Sophie Hogg, head of next generation products at Blu owner Imperial Tobacco.
There was a gap in the market for a vaping system relevant to a range of consumers, she added. “Combining high performance with easily-interchangeable capsules in a wide range of flavours, MyBlu has been designed to appeal to both new vapers plus more seasoned ‘dualists’ looking for a powerful, portable alternative to their main device.”
The launch comes after Blu last year saw value sales plunge 18% to £20.3m [Nielsen 52 w/e 9 September 2017].