Imperial Brands extends blu vape range with Sour Berry variant

Imperial Brands has extended its blu vape range with a Sour Berry variant.

With an rsp of £5.99, Sour Berry is the newest addition to blu bar kit and blu box kit’s flavour range, bringing the total number of flavour options to 17.

With fruit-flavours preferred by 83% of vape users, customers are seeking differentiated, less synthetic flavours in this category, says the company.

In response, the new Sour Berry flavour uses an AuthentiTaste formulation, which results in liquids crafted with flavourings that mirror real fruit profiles and sensorial cues – like sourness – to deliver a fresh experience.

The new Sour Berry flavour is available in two formats:

blu bar kit: Offering 1,000 puffs of flavour per pre-filled, replaceable pod. The kit features a sleek device and is compatible with all other flavours in the blu pod range.

blu pod pack: Each pack includes two replacement blu pods, delivering a total of 2,000 puffs per pod pack.

Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, says: “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.

“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.”