Designed for adult nicotine users only, VEEBA sets a high standard in the quality, compliance, responsibility and sustainability of disposable e-vapour products in the UK
Philp Morris Limited (PML), the affiliate of Philip Morris International (PMI) in the UK and Ireland, has today announced the expansion of its multi-category portfolio of science-based smoke-free products, by launching VEEBA—a premium, responsible, and sustainable disposable e-vapour device, developed specifically for use by adult smokers and existing adult nicotine users that are looking for a better alternative to continued smoking.
VEEBA’s entrance into the market sets a high standard in the design, development, manufacture, and commercialisation of a responsible disposable e-vapour device, that doesn’t compromise on quality, taste, or compliance. Available in nine flavours, VEEBA’s liquid is made from pharma-grade nicotine and food-grade flavourings, which pass rigorous scientific and quality assessments to ensure they deliver a consistent taste every time. VEEBA emits on average over 99% lower levels of harmful chemicals compared to cigarettes[1]. Importantly, VEEBA is not risk free, it provides nicotine which is addictive and it is only for adults.
VEEBA’s liquids guarantee a nicotine level of 1.8% (20 mg/ml), with each production batch receiving a Certificate of Analysis (COA) and subject to regular – and randomised – checks to ensure devices have the correct liquid composition and nicotine content. PMI’s commitment to quality extends from the liquid used to the product build, with VEEBA’s compact and ergonomic design finished in a premium soft-touch aluminum body, that can be used and recycled.
The VEEBA Recycling Programme enables and encourages users to dispose of used devices in a responsible and sustainable manner, with products cleaned and separated by material type, and then recycled into raw formats that manufacturers can use to make new products.
In accordance with PMI’s strict marketing practices, VEEBA’s packaging, device and flavour descriptors have been specifically designed to appeal to adult smokers only. VEEBA has not been commercialised with flavour descriptors that may appeal to youth, such as images or descriptions of candies or desserts, or brightly coloured or flashy devices or packaging. Instead, subtle colours and functional flavour descriptors work together with PML’s youth-access prevention programme, to focus on providing existing adult nicotine users and adult smokers with access to VEEBA.
Kate O’Dowd, Head of Commercial Planning for PML, said: “PMI has invested USD 10.5 billion in the research and development of a multi-category portfolio of smoke-free products since 2008[i], applying scientific methods – inspired by the pharmaceutical industry – to ensure that every product adheres to the highest manufacturing standards and strict quality control measures, with VEEBA no exception.”
O’Dowd added: “VEEBA demonstrates that a responsible disposable e-vapour device can fulfil the needs of existing adult nicotine users and generate returns for retailers, all while striving for excellence in quality, compliance, and sustainability. Retailers can feel assured that by listing VEEBA, they are stocking a smoke-free product that adheres to local laws and in many cases, strives to go even further.”
Exclusive data supporting the launch of VEEBA, by KAM and on behalf of PML, found that 43 per cent of UK convenience retailers are more inclined to do business with a manufacturer that responsibly commercialises smoke-free products[ii]. The data also revealed retailers ranked price, flavour range and convenience as key factors adult smokers would consider if choosing a smoke-free alternative in 2023[iii] – all fulfilled by disposable e-vapour devices and VEEBA specifically.
Duncan Cunningham, External Affairs Director at PML, said: “It’s clear that the disposable segment within the e-vapour category is growing exponentially for adult tobacco and nicotine users in the UK. PML is responding to the immediate need for a smoke-free offer to be commercialised responsibly, and that is sustainable, trust-worthy, and reliable. By doing so, we aim to increase adult smokers’ and nicotine users’ access to responsible, disposable e-vapour devices that actively contribute to reducing the harm from smoking—while limiting the appeal and use among unintended audiences, particularly youth. We believe these priorities can be maintained without compromising on taste, enjoyment, or quality. VEEBA from PMI is positioned within our Smoke-Free Products portfolio to fulfil that role.”
Priced at £4.99 per stick[iv], VEEBA is available at participating C&C or PML’s Digital Trade Engagement Platform (DTE) and is supported by a strong introductory offer for retailers.
Retailers interested in signing up to DTE, where they enjoy additional rewards and benefits, should speak to their local field representative or contact the B2B support team on 0333 320 0777 or by emailing heetwave@iqos.co.uk.
[1] Source: Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). See Important Information on IQOS.com.
[i] Philip Morris International (PMI) fourth-quarter and full-year financial results for 2022 (pub February 9, 2023)
[ii] PML 2023 research. Respondents: telephone interviews with 250 UK convenience retailers Fieldwork dates: 17th November to 1st December 2022. KAM
[iii] Ibid
[iv] RRP= Recommended Retail Price. All on shelf prices selected by retailers alone.
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