Imperial Brands unveils ‘bigger, better’ Blu 2.0 vaping device

Imperial Brands has launched Blu 2.0, a new vaping device that replaces its existing Myblu system.

Imperial said the Blu 2.0 devices were being rolled out this week across Tesco and Morrisons before moving to other key accounts and online. It will be available in independent stores from March 2023.

Tom Gully, Imperial Tobacco head of consumer marketing UK&I, said the new device was “bigger, better and lasts longer” than its predecessor.

The supplier explained it had made a number of upgrades. It claimed Blu 2.0 had a smoother and richer vaping experience as a result of moving to ceramic heating pod technology versus the previous cotton wick option. It also features a longer-lasting battery and bigger 1.9ml volume liquidpods.

The new device also comes with a magnetic lock feature and ‘power tap’, which enables users to easily check the battery level.

Imperial has also launched a new range of six flavoured liquids for use with the system. They are Golden Tobacco, Polar Menthol, Fresh Mint, Berry Mix, Blueberry Ice and Fresh Mango. All come in 9mg and 18mg nicotine strength variants.

The device will be available to buy with an rsp of £9.99, or £6.99 for a pack of two liquidpods.

“The UK vaping market is growing rapidly and while it’s already worth an impressive £1.2bn, it’s forecast to grow a further 23% by 2025,” said Gully.

“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.”

Imperial is also be launching a new dedicated trade microsite called Blu 2.0 Knowledge Hub, aimed at educating retailers about the range. It will feature articles, video content and quizzes.