PML’s disposable debut

Jasper Hart

PHILIP Morris Limited (PML) has entered the disposable vape market with the launch of Veeba, branded as a premium option in the category.

Veeba (RRP £4.99) is available in nine varieties, including Gold, Indiblue, Turquoise, Yellow-Green, Summer, Red, Classic, Coral Pink and Mauve. The supplier said it emits on average over 99% lower levels of harmful chemicals compared to cigarettes, however it is not risk-free as it provides nicotine, which is addictive, and is only for adults.

Its e-liquid contains a nicotine level of 1.8% (20mg/ ml), with each production batch receiving a Certi�icate of Analysis and subject to regular and randomised checks to ensure devices have the correct liquid and nicotine composition.

Veeba’s Recycling Programme also 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 manufacturers can use to make new products.

In accordance with the supplier’s marketing prac- tices, the packaging, device and �lavour descriptors have been designed to appeal to adult smokers only. It explained that Veeba has not been “commercialised with

�lavour descriptors that may appeal to youth, such as images or descriptions of candies or desserts, or brightly coloured or �lashy devices or packaging”.