Philip Morris Limited (PML), the affiliate of Philip Morris International (PMI) in the UK and Ireland, has launched the disposable e-vapour device VEEBA in the UK, reports Retail Times.

VEEBA’s entry 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”, the report said. Available in nine flavours, the 1.8% nicotine (20 mg/ml) liquids are made from pharmaceutical-grade nicotine and food-grade flavourings that undergo rigorous scientific and quality testing to ensure they deliver consistent taste every time.
The compact and ergonomic design with a premium soft-touch aluminum body can be used and recycled. The VEEBA Recycling Programme enables and encourages users to dispose of used devices in a responsible and sustainable manner. Products are cleaned and separated by material type, and then recycled into raw formats that manufacturers can use to make new products.
In line with PMI’s strict marketing practices, VEEBA’s packaging, device and flavour descriptors have been specifically designed to appeal only to adult smokers. 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 eye-catching devices or packaging.
Kate O’Dowd, Head of Commercial Planning for PML, said: “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.”
VEEBA is available at GBP 4.99 per stick from participating C&C or PML’s Digital Trade Engagement Platform (DTE) and is supported by a strong introductory offer for retailers.