UK premium vape brand Dinner Lady is launching its new disposable Vape Pen – with high-quality e-liquids specially created for the device.

The Vape Pen is available in eight flavours, including Dinner Lady’s iconic international award-winning Lemon Tart, as well as new-to-the-UK Dinner Lady blends such as Banana Ice, Citrus Ice and Strawberry Ice.

Disposable e-cigarettes are already worth an estimated £200m per annum in the UK, and are predicted to be the fastest growing area of the e-cigarette market – which is set to grow by 50% to £1.5bn by 2024.

The new Dinner Lady Vape Pen disposable has better flavours, better coil and better battery than comparable products on the market. Each one delivers 400 puffs of 20mg salt nicotine e-liquid, approximately equivalent to a 20-pack of cigarettes, with a retail price of £4.99.

Dinner Lady Chief Marketing Officer John Taylor said: “We have carried out a lot of research and insight to develop the Vape Pen, and we are confident the new Dinner Lady disposable will be a big success.

“With the predicted growth for the sector, combined with consumers’ increasing need for convenience products – partially driven by the changing retail market during the COVID-19 pandemic – the new Dinner Lady Vape Pen will be a must-stock item for retailers.

“It has a better battery, better coil and – by optimising our already superior e-liquids specifically for the device – a better flavour than any comparable product on the market.”

The Vape Pen has two main target markets.

The Dinner Lady Vape Pen has been primarily designed with smokers in mind, to support their transition away from combustible cigarettes, to vape – which is cited as 95% less harmful than cigarettes by Public Health England.

For adult smokers looking to quit cigarettes, the Dinner Lady Vape Pen is an affordable and simple introduction to vaping. Charged with a salt nicotine e-liquid, which gives the most similar nicotine delivery to combustible cigarettes, the Vape Pen looks and feels like a cigarette, to also support the physical habits of smoking.

It retains the premium experience of Dinner Lady’s high-quality e-liquids, but allows those new to vaping to discover flavours while supporting their smoking cessation journey.

In addition, established vapers are increasingly buying disposables as a back-up device. The Vape Pen is perfect to have when out and about – as there’s no need to carry spare batteries, coils, tanks or e-liquid.

The new Vape Pen disposable has a Grade A 350mAh battery, 1.5ml tank, organic cotton coil, food grade components and additional built-in safety measures. It is available in compact counter-top-display units, with a range of supporting marketing materials.

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