UAE Issue 3

MONEY FOR THE MASSES

Saudi Arabia’s Public Investment Fund launches new company Badael to produce tobacco free products for citizens.

ISSUE 2

A brand new vaping lounge has opened its doors to travellers in Beirut Rafic Hariri International Airport.

VAPE LIKE A PRO

Welcome everyone to the brand new edition of Vape Paper, powered by Vapouround Magazine.

Collaboratively, both publications have worked closely together to give the Middle East and North Africa (MENA) region the most focused and concise publication for the industry.

As a team we have seen so much prosperity in the region, with many successes at the leading ‘World Vape Show Dubai’ as well as hosting the first MENA Vape Awards with the entire industry in attendance.

After a massive victory for the team at the MENA Vape Awards, we are delighted to announce that this trailblazing show will be again returning to the region in 2024.

Vaping has become increasingly popular throughout the MENA region, so it is important for the industry to have a voice, and shout above the misinformation crowds, flying the flag for harm reduction.

So, all I can say from all of us, we are delighted to be able to bring you the very latest in news, reviews, features and content about this rapidly-growing market with harm reduction right at its core.

The team and I hope you love the content we have put together and we look forward to showcasing Vape Paper across the MENA region for many years to come.

Thank you for reading and your continued

EDITORIAL

Editor Oliver Smith

Deputy Editor Emily Malia

Journalist Grace Lynk

Journalist Hannah Rhodes

DESIGN

Head of Design Hayley Parker

Design Team Co-ordinator Lucy Booth

Graphic Designer Michelle Piovesan

Graphic Designer Charlotte Linthwaite

Design Support Anna Difusco

Videographer James Van Aalst

MARKETING

Marketing Executives Alicia Snow-Simpson, Carrie Strouther

Marketing Director Katie Loomes

Web Developer Kain Alden

Marketing Admin Lauren Pilliner

SALES

Sales Executive Kirk Martin +44 7917 582 001

Sales Executive Sid De Silva +44 7305 644 972

Sales Executive William Elliott +44 7865 267176

ACCOUNTS

Head of Finance Rochelle Warsop

EVENTS

Events Director Abida Razaque

Bus Manager Farooq ‘H’ Hussain

MANAGING DIRECTOR Pom Kaila

CEO Paul Caplin

Products

in this magazine may not be used, bought or reviewed by any individual under 18 years old. Vapouround does not support the use of e-cigarettes and devices for individuals under the age of 18 years old; by reading this magazine, you are indicating that you are over 18 years old. Vapouround does not endorse the inappropriate application or misuse of nicotine, smoking or product abuse of any form. We do not claim that e-cigarettes and nicotine devices will help cure smokers’ nicotine addiction and as such, we cannot take responsibility for any effect products advertised in our magazine may have on users’ nicotine consumption. There is no guarantee that products in this magazine including e-cigarettes and nicotine devices will stop you smoking. The opinions in this magazine are solely those of the writers. Vapouround takes no responsibility and rejects all liability for third party reviews or opinion pieces by external agencies. All trademarks, registered or otherwise of products in this magazine are the property of respective owners. To use trademarks, please contact the company directly, who will advise you further.

VAPOUROUND

SHORTFILLS

A Strain ON UKRAINE

Ukraine have instigated a reform on their vaping policies in July of this year, enforcing a ban on the use of e-cigarettes and the promotion of heated-tobacco products via advertisements in public spaces. The advertising rule will extend to a variety of platforms, both digital and physical, with the ban eradicating any promotion on social media, public transportation, and all civic proceedings. Citizens of Ukraine will be fined in the case of violation, with subsequent fines for repeat offenders at a higher cost, a reality that resembles prohibition in yet another part of the world.

WHO ARE YOU Helping?

The World Health Organisation continues its ‘smoke-free’ future mission with an ill-judged campaign around tobacco farming. On World No Tobacco Day, the WHO launched their “grow food, not tobacco” message, addressing hunger through photographs of starving children. However, according to the UN Food and Agriculture Organisation, tobacco growth accounts for less than 1/1000th of land used for crops. Advocate Clive Bates said: “The child in the photo has been exploited to personify a baseless argument in a misguided PR campaign. “There are plenty of good reasons to quit smoking, but starving children is not among them. This is profoundly unethical.”

A NEW LIMIT IN New Zealand

Manatū Hauora, the New Zealand Minister of Health, has raised alarm with a new proposal to change the legal limit of nicotine in vaping devices to 28mg/ml. Nicotine content in vapes is currently regulated at 20mg/ml in the EU, UK and Canada, a stark disparity from the maximum limit proposed by Manatū in a lowkey, two-week submission process. The Asthma & Respiratory Foundation said in response: “People need to understand what product strength they are using, and manufacturers need to understand how to meet the regulations…” “We are concerned that the Ministry’s proposal will not lead to greater clarity.”

MERCI LA Vape

An online petition in France – with 28,000 signatures – is quickly becoming popular amongst vapers urging them to stand up to potential bans looming over the country. Its goal is simple: no to taxes, yes to flavors, stop denigration and misinformation. A questionnaire is proposed to signees, with the answers sent to anti-vaping authorities. Fellow vape retailers are also rallying outside of the online world by handing out information kits to consumers with the hopes of spreading their cause far and wide. In comparison to other European countries, France’s smoking rate is one of the highest at a whopping 31.9 percent.

LONDON Tobacco ALLIANCE

The London Tobacco Alliance – a partnership created to accelerate efforts to eliminate smoking in London – has published a first-of-its-kind positions statement in response to vaping. The announcement calls for Local Authorities and health professionals to promote and offer nicotine vapes as an effective quitting tool for adult smokers, alongside accurate information on the benefits. With the latest evidence, the LTA believes that with support and licensed stop smoking aids, e-cigarettes play a significant role in reducing tobacco harm.

NHS Medical Director for London, Chris Streather said: “This position statement seeks to address misconceptions amongst professionals working with London’s smokers.”

Vapouround Journalists select their top picks of short vape-related stories and research making news around the world.

LESS SMOKE, MORE Votes

A potential ban on all tobacco and vape products for anyone born after 2007 in Malaysia has sparked controversy amongst officials and advocates. Government backbenchers said: “18-year-olds can decide the fate, future and the government of this country, but you don’t feel they are responsible enough to decide if they want to smoke.” Additionally, six health and vape groups issued a joint statement in disagreement of the potential removal of the THR products. However, the Malaysian Medical Association has called on the PM to re-list nicotine under the Poisons Act.

Breaking THE BANK

A recent CDC (Centers for Disease Control and Prevention) analysis has revealed that the monthly sales of e-cigarettes increased by almost fifty percent between the years of 2020 and 2022. Although concerns have been raised regarding how many children were purchasing fruity flavours throughout the pandemic, vaping advocate Lance Churchill has cleared the air. He said: “Between 20202022, youth vaping fell 50% and e-cig sales increased by 46.6%, which means millions more ADULTS quit smoking by vaping. We should be celebrating this news, not misrepresenting it.”

Poison IN EVERY PUFF

Canada will soon become the first country to print health warnings directly onto every individual cigarette – in English and French – in a bid to drop nationwide tobacco-use to less than five percent by 2035. ‘Tobacco smoke harms children.’, ‘Cigarettes cause leukemia.’ and ‘Poison in every puff.’ are just some of the messages to be used. Canadian health officials said, “The new Tobacco Products Appearance, Packaging and Labelling Regulations will be part of the Government of Canada’s continued efforts to help adults who smoke to quit.” The campaign will kickstart in July 2024 for king-size cigarettes and April 2025 for regular-sized.

ISLE OHM MAN

The Vaping Products Bill 2023 has had both its first and second readings in the House of Keys (Isle of Man). The bill would prohibit the sale and supply of vaping devices to those that are underage, place controls on how these products are displayed as well as provide stricter regulatory standards. If passed, those persuading, encouraging or assisting under 18s to either obtain or sell e-cigarettes could be fined and charged. In addition, power would be given to police to seize and dispose of vapes being used by under 18s in public places.

SWE-DONE AND Dusted

Consumers and Members of the European Parliament are urging the EU to step-up and follow Sweden’s successful smoking-cessation strategy. Many countries worldwide are in the process of implementing restrictions and bans on tobacco – and nicotine – in a bid to become smoke-free. Despite efforts made by the European institutions, the overall smoking rate in the EU stands at 25 percent compared to Sweden’s last-reported 5.6 percent. The availability and affordability of THR products has played a crucial role in the country’s rapid decline in smoking rates.

CAN I COPY YOUR Homework?

Health Secretary Steve Barclay has confessed to a meeting with an unnamed leading figure of the Australian Government in order to learn more about the vaping restrictions proceeding Down Under. The

Checkmate

The Korea Biomedical Review have reported that South Korea’s Ministry of Health and Welfare (MOHW) have urged organisers of the 2023 Korea Vape Show to cancel the event. The Ministry are concerned that the advertised vaping competitions will violate indoor smoking restrictions, so will complete an inspection of the venue to check for a suitable enclosed vaping room. The event organisers are not putting plans on hold, having already submitted strategies to resolve any issues raised by critics, ensuring that the convention isn’t cancelled weeks before meaning to go ahead.

Secretary of State said: “I think the current view of the department is that the risks (of vaping) are a fraction of the risks of smoking cigarettes. “But clearly it is an area where the data is evolving.” The British Government intend to examine the bans and restrictions in Australia, keen to learn ‘lessons’ on how to better strengthen measures that will protect children from e-cigarettes in the UK.

MISSION Impossible

Turkmenistan’s leader has launched a countrywide anti-smoking campaign, ordering the Central Asian country to rid itself completely of tobacco within two years. President Serdar Berdymukhamedov latest order involves a clampdown on illegal importations of tobacco products and their sales, including shisha pipes and electronic cigarettes. “Our state will launch a vast anti-tobacco movement of unprecedented size to help expand the tobacco-less countries of the world,” Strict measures — including bans on advertising and smoking in public places — are already in place, with state shops acting as the only legal sellers of cigarettes and vapes.

CLEAR YOUR Mind

Researchers at the University of Oxford have discovered that quitting smoking can vastly help mental health for people with and without mental health conditions.

Smoking abstinence

– particularly between weeks nine and 24 – was associated with significant improvements in anxiety

and depression. For this study, only data from USbased participants was used and included 4,260 current adult smokers –with over half diagnosed with a psychiatric disorder. In the UK, the number of people smoking who had a mental health condition has remained at 40 percent since 1993.

IS THIS THE END?

Local councils across the UK have called for disposables to be banned due to environmental and health issues. The Local Government Association (LGA) is campaigning for the sale and manufacturing for single use vapes by 2024, stating that the devices are a hazard for waste collection. In response to this proposed move, John Dunne, Director General of the UKVIA, said: “Most smokers have used, and continue to use, single use vapes to help them quit combustible cigarettes. “The ease of use of these products have played a key role in helping bring the UK smoking rate to an all-time low.

PMI TO SUPPLY

Philip Morris International, owner of six global cigarette brands, is attempting to grow the intercontinental sales of its VEEV vaping products. The tobacco company have already made a deal with some pharmacies to supply their vaping products at a discounted price, despite their previous opposition to the Australian Government’s prescription model. Money is clearly the pivotal reason behind this business move, with the Pharmaceutical Society of Australia already issuing a warning to pharmacists to be sceptical of commercial offers from big tobacco companies.

TOO SWEET TO HANDLE

Germany has approved a draft amendment to their Tobacco Products Act bill, which formally bans the addition of vanilla, chocolate, and other heated tobacco flavours. According to the German Bundestag, the adopted expansion will further limit access to flavoured tobacco products as they have an “introductory effect” that could coerce non-smokers. The new law will come into play from October 23 of this year and is applicable to cigarettes and heating cigarettes. Although the new ban does not extend to vapes, officials have called for stronger restrictions on e-cigarettes with talks of potential future advertising bans.

SPICK AND SPAN

A new programme set to be rolled out across the country and backed by approval from the UK National Screening Committee could see up to 9000 cases of lung cancer prevented. GP records for current or former smokers between the ages of 55 and 74 will be assessed to determine the high-risk patients who can go for free lung cancer screenings. Following a successful earlier screening where 70% of screenings took place in mobile units, The Department of Health and Social Care aim to reach 100% of the eligible population by 2030.

CRAVING SUCCESS

Clinical trials of a brain-zapping procedure are being used to tackle smoking addiction amongst Israeli candidates. Held at Ben-Gurion University of the Negev in Israel, participants are subjected to repetitive transcranial magnetic stimulation (TMS) –a non-invasive magnetic field that stimulates regions of the brain involved in addiction. Neuroscientist Abraham Zangen led the study of 262 smokers looking to kick their deadly habit. The group was then split, with half receiving a placebo treatment that produced similar sounds and feelings. After 12 weeks, only 28 percent of the full-treatment group had quit smoking alongside 12 percent of the placebo.

THE NETHER -BANS

Initially, the Netherlands was set to ban exotic vape flavours with companies to stop production and sales by October 2023. However, this plan has since been thrown out the window… The latest news on the matter comes as quite the shock with new plans from the National Institute for Public Health and the Environment detailing an extension on the cut-off. Manufacturers are now to be given an extra three months due to needing more time to prepare for the impending crackdown. The updated ban date will therefore now take effect on 1 January 2024.

5% NICOTINE

2000 PUFFS

6 ML CAPACITY

900 MAH BATTERY

5% NICOTINE

2500 PUFFS 8 ML CAPACITY

650 MAH BATTERY

The World Health Organization have sparked confusion once again with a new misinformative video.

Words: Grace Lynk

Dr Tedros Adhanom Ghebreyesus, Director General of the World Health Organization (WHO), has featured in a video where he talks about the dangers of vaping.

The public health official said: “When the tobacco industry introduced electronic cigarettes and vaping, one narrative they really tried to sell is that this is a part of harm reduction.

“It’s not true. It actually is a trap. Kids are being recruited at an early age – 10, 11, 12, to try vaping and e-cigarettes, because they think that it’s cool.”

Although it comes as no surprise that the WHO are staying true to their anti-vaping stance, advocates for the cessation tool feel as though the organisation are still spreading misinformation.

Dr Tedros went on to say: “Whether it’s an electronic cigarette or vaping, it has to be regulated. Please protect your citizens, especially children.”

Many Twitter users believe that the organisation has included the ‘children vaping’ narrative to gain sympathy for their global assault on e-cigarettes, a manipulation tactic not taken lightly on social media.

Clive Bates was among the hoard of those infuriated by the video, saying: “There you go: promoting smoking and protecting the cigarette trade.

“Misusing emotive arguments about kids from a war-on drugs playbook to support a billionairefunded moral panic to secure prohibitionist policy.”

Other users share in this frustration, including Peter Engelmann, an educationist and writer who often uses Twitter as a platform for

anti-smoking promotion.

Engelmann said: “Resign from office! Because everyone who approves of Tedros’ speech and shares it is thereby in favour of tobacco cigarette consumption.

“And is indirectly responsible for the death of millions of tobacco cigarette smokers.”

Anger has been intensified by the WHO failing to acknowledge that vaping is the largest and most effective harm reduction tool on the market, opting for the opposing standpoint without evidence.

Charles A. Gardner said: “The CDCgov’s National Health Interview Survey shows 6.8 million US adult vapers have quit smoking completely. How is over 2 million future deaths-averted NOT harm reduction?”

The National Health Survey also displays statistics noting that youth smoking is currently under one percent, and youth vaping is fifty percent lower than in 2019.

The CDC have made it very clear on numerous occasions that there is a profound disconnect between public reception and the reality of vaping, using science to back their research.

A lesson learned is to take The World Health Organization’s agenda with a pinch of salt, and to turn to scientific evidence as opposed to taking their words of warning at face value.

MISUSING EMOTIVE ARGUMENTS ABOUT KIDS FROM A WAR-ON DRUGS PLAYBOOK TO SUPPORT A BILLIONAIRE-FUNDED

MORAL PANIC TO SECURE PROHIBITIONIST POLICY

Words: Hannah Rhodes

Badael, which means “alternative’ in Arabic, is a newly founded company owned by one of the world’s largest sovereign wealth funds, the Public Investment Fund (PIF).

The PIF is at the centre of the Saudi Vision 2030 initiative to diversify the kingdom’s economy.

The total volume of the fund’s assets under management amounted to more than $778 billion and is expected to double by 2025.

Their latest company launch, Badael, hopes to curb the prevalence of smoking throughout Saudi Arabia through providing tobacco-free alternative products.

These products will be available by the end of 2023 and are to be manufactured within the kingdom, ‘ensuring the highest level of product quality and safety’.

The tobacco-free products are expected to aid in nearly a million current tobacco-smokers make the all-important switch by 2032, representing over 25 percent of all smokers in Saudi Arabia.

A spokesperson for PIF said: “The initiative is in line with Saudi Arabia’s focus on improving the quality of life for its citizens.”

The knock-on effect this could result in is exponential… with the nation saving more than six billion Saudi riyals on healthcare expenditure by 2032.

A spokesperson for Badael said: “Despite efforts to reduce tobacco use, the prevalence of smoking remains high...

Saudi Arabia currently hosts an estimated three million smokers, or over 11.6 percent of the population.

“By addressing this critical public health issue, we can work towards an improved quality of life and healthier lifestyles across the nation.”

With the potential promise of improved health benefits, the company is already looking to expand its products and resources to regional and international markets within the near future.

Saudi Arabia’s recently established company Badael aims to develop, manufacture and distribute tobacco-free nicotine products across the kingdom.

EYES EUROPE

The Middle Eastern brand ANDS hits the UK vaping sector and eyes half a billion-dollar turnover in next three years.

Words: Oliver Smith

Middle East-based brand ANDS raised a few eyebrows across the global vaping industry with their latest news.

The distributor of alternative nicotine delivery systems, is looking to drive revenues up to $500m in the next three years following its expansion into the EU, starting from the UK.

It will represent startling growth for a business that was founded during the pandemic.

The company revealed its expansion plans following the recent announcement of its arrival in the UK.

Fadi Maayta, Founder and President of ANDS said: “We want to be a leader in our industry, a significant disrupter.

“The UK will be our first market outside the UEA. The UK is an ideal springboard for our expansion into Europe due to its sensible policy stance in relation to vaping.”

Maayta previously held senior executive positions at Juul Labs and Philip Morris International.

“The company will focus on establishing itself in the UK in 2023 and will expand into a number of European growth markets during 2024, including France, Italy, Germany, Spain and Portugal.

This will be followed by further expansion across Europe in 2025. The company will focus on recyclable vapes, nicotine pouches and a new concept in heat-notburn technology.”

“We are extremely ambitious, we have an extremely experienced and highly-driven team that has been there and done it at the highest level.

“We’re also set up to be agile and to make decisions fast so that we can gain commercial advantage.

“That’s why we are confident that we can become a global powerhouse in the marketplace for alternative nicotine products in the next 5-10 years.”

The company will be looking to drive further growth in the global travel retail sector which was worth $51bn in 2021.

Currently it serves major retailers, including Lagardere Group, Gebr Heinemann and Dufy AG in airports in the Middle East and is looking to build on this track record in the UK and Europe.

In Europe, ANDS already supplies vapes to retail outlets at Frankfurt and Vienna airports.

The company will also be investing in the opening of vaping rooms at airports across the world including in the UK, so vapers no longer have to share smoking/ vaping areas with tobacco smokers before their flights.

With the first dedicated vaping room in the world was opened recently in Beirut International Airport.

LET’S NOT GO TO Waste

The vaping industry is on the hunt for ways to address its environmental responsibilities following an increased focus on the disposal of single use vapes.

Words: Hannah Rhodes

Drawing attention away from the immense benefit vaping has as a cessation tool, countless organisations along with members of the public have growing concerns surrounding the impact of e-cigarette waste.

‘Disposable’ vapes have rapidly increased in popularity over the last four years with over 14 million bought every month in Great Britain according to environmental non-profit, Material Focus.

However, many users of this convenient device find themselves throwing them away in the closest bin, without knowing that the correct disposal process is a little more complex than that.

With the mission to combat the surge in discarded vapes, the UK Vaping Industry Association (UKVIA) are in discussions with several waste companies to create a recycling solution that is fit for the evolving vaping sector.

John Dunne, Director General of the UKVIA, has said: “The industry recognises its responsibilities to the environment but the recycling of vapes is not straightforward.

“It needs collaboration between adult vapers, retailers, manufacturers, the regulators and companies in the waste management sector.”

Organisations are already beginning to band together with remarkable solutions to reduce the industry’s waste footprint, starting with the key to the issue, right at the source: the vapes themselves.

Recent developments include ANDS’ benchmark-creation of recyclable single-

use vapes that consist of 99 percent plus recyclable and recoverable materials meaning less than one percent of the product ends up in landfill.

The vape in question boasts a high-scoring test result carried out by specialist vape waste firm Waste Experts to verify its recyclability credentials.

‘SLIX’ disposables use high-grade cardboard to replace the plastic outer casing and pairs this with a biodegradable silicone mouthpiece and end piece.

The light, simple construction makes it 25 percent lighter, resulting in 70 percent less waste by weight compared to other vapes on the market.

Design choices means it takes 57 percent less time to deconstruct than the leading UK brands - the time saved is vital to supporting cost efficiencies in the waste management of single-use vapes.

Dr Marina Murphy, Senior Director of Scientific and Medical Affairs at ANDS, said: “This in turn helps to keep product prices competitive, creating a win-win for the environment and adult consumers.”

With talks of implementing these factors into all their products and increasing SLIX’s recyclability from 99 to 100 percent by the end of the year, ANDS hopes to achieve a zero-waste future.

In addition to improving efforts from the inside, the company is in the process of partnering with Waste Experts to create a recycling programme that will simplify the process of collection and recycling.

Nevertheless, the hill in discovering and adopting new methods of reducing the industry’s waste of disposable vapes is that of a steep one.

Those pioneering in the fight are positively reminding companies and the public why these devices are so important as a harm reduction tool.

President of ANDS, Fadi Maayta, said: “If these single-use vapes are restricted or banned over environmental fears as is being talked about in some circles –

“Smokers could lose what many believe to be a very convenient, accessible and compelling alternative to conventional cigarettes.”

The recycling of vapes is not straightforward as it needs collaboration

QLabs – founded in 2012 –is on a mission to provide both fellow vapers and those beginning their quitting journey with high impact products and flavours.

Words: Hannah Rhodes

Have there been any crowd favourites amongst your products? Does this vary depending on where the consumer is in their quitting journey?

“Since the launch, Blue Lemonade has proved to be a massive hit, no matter the weather.

“We have something for everyone – whether you’re crazy for Candy Apple or wacky for Watermelon, we’ve got you

“Our QSalts come in a variety of different strengths: five, 10 and 20 milligrams. This makes it easier for consumers to control, limit and eradicate their nicotine cravings altogether.

“Typically, those who have just made the switch from smoking might go for a 20-milligram strength, until they’re ready to lower the strength at their own pace.

“Having multiple different strengths gives consumers more control, whilst simultaneously experiencing an intense flavour.”

QLabs claims to communicate the ‘most accurate information’ to their customers, in what ways is the company achieving this?

“We incorporated many features that create comfort and ease for our users, making their experience as relaxing as possible – this way the risk of returning to smoking is

“Whether it’s the three-mode airflow adjustment, magnetic pod connection to avoid misalignment or the USB-C fast charge, our QOne devices were designed with the consumer in

“We understand what customers want and need, therefore we’re able to consistently produce quality devices and flavours, thus providing them with products that will deter them from returning to

“With high levels of certainty, quitting success rates rocket through the roof as we continue to advise our customers with the most up-to-day information from what we’ve personally researched.”

With such a high review rate, is there any criteria that QLabs goes through when supplying to the industry?

“Creating new flavours is just as much an art, as it is a science.

“Our main priority is to create products that give consumers the highest succession rate of quitting as possible.

“We researched what customers are interested in to begin selecting a device to model these flavours around, this way ensuring that the best performance is possible from our QOne devices.

“Understanding the components of each flavour, whilst taking inspiration from other industries and nature itself, we began to blend these indulgent flavours.

“We wanted QSalts customers to want to return for more, rather than going back to smoking, increasing the chances of them stopping smoking and concluding in healthier habits.

“With a few secret touches, what we resulted in was the Unreal Flavour, simultaneously providing vapers with extended coil life without them losing flavour quality.

“Once we’re happy with a flavour, we move onto fine-tuning and daily testing by a panel of testers.

“We then spent months tweaking and altering our products to the finest level, until we finally achieved the perfect balance.”

How has the growing interest in vaping shaped the way in which you operate the company?

“It can be hard to navigate through fact and fiction, but with our knowledge and expertise, we can easily differentiate between the two.

“Government guidelines and regulations are the heart of our operations, QSalts are fully TPD compliant, and are powered by the beloved Pure Range, which was fully compliant before it legally had to be.”

What does the future hold for QOne and QSalts, are there any plans to add to your already impressive inventory?

“We are constantly adding to our collection – with new QOne colours in aqua and silver, red and black, as well as expansions to our QSalts range.

“We aim to continuously take inspiration from everything around us – whether that’s consumers’ favourite disposables or the environment.”

Words: John Dunne, Director General, UKVIA

COLUMN

It will come as no surprise to Vapouround readers that I do a lot of media interviews to communicate the good that the vape industry does, both in terms of harm reduction and on wider benefits to the economy, but this is often an uphill battle.

Some media outlets allow equal amounts of time for pro- and anti-vaping points of view during interviews but others concentrate, almost exclusively, on either pushing the anti-vaping agenda or allowing disproportionate airtime for guests who do so.

As calls grow to ban single use vapes on environmental grounds…a new study shows that they are actually ‘highly recyclable’.

This attitude is not exclusive to the mainstream media and the UKVIA’s recent interaction with the Scottish Government’s ongoing review into disposable vapes is a good case in point.

This is a subject I will return to later.There is no doubt that single use products pose unique challenges to the environment and I have taken part in many debates on this issue.The environmental harms are always given huge airtime but the great strides taken by many in the industry to lessen the environmental impact hardly gets a mention.

I was recently at a reception at the Houses of Parliament where an independent study carried out by Waste Experts examined the recycling performance of two devices.

One, an existing and widely available single use plastic and aluminium vape, as well as a new cardboard-based product.Waste Experts concluded that both products examined were ‘highly recyclable’ with between 97.6% and 99.29% of their components being either recyclable or recoverable.

Stewart Price, Scheme Manager at Waste Experts, said that by highlighting that, on the whole, single use vapes were highly recyclable.The study indicated that the real environmental challenge in the vaping sector is the lack of availability and knowledge of collection systems and recycling.

More and more recycling companies are gearing up to handle vapes and we now urgently need a public awareness campaign and incentive programme to encourage and reward consumers for disposing of their used devices responsibly.

And this brings me back to the environmental review from the Scottish government which was jointly prepared by Zero Waste Scotland and Dr Dominic Hogg of Equanimator Ltd.

The review shortlists nine policy options for further consideration, including prohibitive measures which could have serious unintended consequences on public health and a proposed ban on single-use vapes which could see vapers deprived of their chosen alternative to cigarettes, thus driving up smoking rates.In fact, I have written to Lorna Slater MSP, Scotland’s Minister for Green Skills, Circular Economy and Biodiversity, to express the UKVIA’s serious concerns about the process of the review and what appears

to be a singular lack of impartiality.For example, the public and the wider vape sector were not invited to contribute to the review, and while the UKVIA and the IBVTA were permitted to provide submissions, their individual members were not.

The report also failed to reference any comments from the UKVIA, the UK’s largest vaping association with an extensive membership in Scotland.

My worry is that the Scottish consultation is fundamentally flawed and I would urge Scottish politicians to seriously consider the dangers of prohibitive policy put forward in the review, especially considering Scotland has the highest smoking prevalence of any UK country.

And finally…I was very happy to read that HM Revenue & Customs has announced stronger powers to combat illicit tobacco sales backed up by fines of up to £10,000 for any businesses and individuals who sell illicit tobacco products.

For more than two years now, the UKVIA has been calling on the Government to issue exactly the same level of fines for businesses and individuals who sell illicit vape products or who sell any vape products to under 18s.

If the government can do this for cigarettes, they can do this for illicit and underage vape sales and there is no logical reason to delay taking action for a moment longer.

He’s no Leo Burnett, the western stud with piercing eyes, dusty boots and a cigarette hanging loosely out of his mouth, but he is after all…the real ‘Marlboro Man’.

Jacek Olczak, the man behind some of the biggest tobacco brands in the world as Chief Executive of Phillip Morris International (PMI) is now determined to make smoking a thing of the past.

Since 2016, the company has decided to transform itself from the home of Marlboro and Chesterfield into a scientific hub that can help smokers quit – investing billions into a ‘smoke-free future’.

Olczak said: ‘Looking at what the UK is doing in the car industry, saying that ‘as of a certain year you are not allowed to produce petrol cars’, we could have this with tobacco too.

“When governments and the organisations that lobby them prevent men and women who continue to smoke from accessing less harmful alternatives...

“And when they perpetuate misinformation about these products, it has a direct correlation to the persistence of smoking.”

It’s almost as though PMI hasn’t being doing exactly that for decades and yet, the CEO now believes that cigarettes – the thing that drives their profits – ‘belong in museums’.

Since its transformation, PMI now has several e-cigarette brands in its product portfolio and earlier on this year entered the disposable vape market with the launch of Veeba.

The CEO said: “It’s time for antitobacco organisations to stop fighting against us and start fighting for adults who smoke.”

This feels like a kick in the teeth for the vaping community, to hear that a firm responsible for millions of tobacco-related deaths now wants to dip a toe in the harm-reduction waters.

With money on their mind along with holding a secure position within the vaping industry, PMI are flirting with environmental, social and governance (ESG) suitors… how convenient.

ESG includes various sectors, from gun manufacturers, oil drillers and you guessed it…cigarette makers and so with their new mission to a smoke free future, PMI could be in for a profitable future.

Jacek Olczak drew an analogy with the switch to using energy saving lightbulbs in-stead.

His main argument was that governments could reduce smoking and the costs to health services if they supported tobacco companies like themselves in research-ing alternatives and setting a deadline for the ban on cigarettes.

A spokesperson for the company said: “Our intention is not only to make our com-pany smoke-free, we want to make cigarettes obsolete. This requires system-level change.”

The vaping community shares the same interest as PMI, to bid farewell to smoking forever through vaping and yet the firm’s interests have left a sour taste in their mouths.

Outraged with this news, one advocate wrote: “Based on the global death toll and its market share, Philip Morris kills at least a million people every year.

“The idea of PMI becoming ESG stock is an obscene joke.”

But it seems, nobody except PMI is laughing... as S&P Global made headlines when it gave Tesla, the world’s largest manufacturer of electric cars, a lower stock score than them.

Adding to the conversation was CEO of Tesla and SpaceX, Elon Musk, he said: “ESG is used as a moral cloak to hide bad behaviour.

“Any cause that makes it’s virtue unquestionable will immediately be adopted by the unvirtuous.”

DIVINE FLAVOURS

From hard times and a passion to make a positive impact within the industry, Zeus Juice CEO Paul Curtis embarked on an ambitious journey to change the game from the inside out.

Words: Hannah Rhodes

Originally gaining inspiration from Greek mythology, how has this interest expanded into your work and creations?

“I’ve always been fascinated by Greek mythology, not only as a source of great storytelling but by the inspirational teachings and its contribution to modern thinking.

“As the chief deity, ruler and protector, Zeus symbolises strength, power, wisdom and awareness.

“Zeus Juice was named to encapsulate these characteristics, drawing on such attributes to help those trying to quit along the long and difficult road to a smokefree lifestyle.

“This concept has inspired everything that we touch; from the symbolism of our bold, unique branding to our strong, and innovative flavours.”

Having started your journey in your home kitchen, what challenges did you face in the beginning and how have these shaped the Zeus Juice we now see today?

“I decided to look into mixing my own juice when early on in my own smoking cessation journey. I couldn’t find what I was looking for in either strength or all-day flavours.

“I wanted to find a healthier substitute for cigarettes so for me, the challenge was to ensure that I was always using the very best quality ingredients.

“There was a fine line when it came to finding a balance between being innovative and creative to make sure I was producing a top-notch product.

“Today, I think it is one of the things that makes us stand out; our commitment to using only the very best.”

How has your personal background shaped the company, is there anything or anyone that has inspired your work?

“My wife Sam was the inspiration behind Zeus; it’s the reason we exist.

“After a heroic battle, she sadly lost her fight against cancer in 2017 but she is still by my side as my driving force, my tower of strength and my constant champion.

“My uncompromising commitment to delivering a healthier alternative to traditional cigarettes is all for her and her legacy.”

What was the process in finding and creating your visual presence online and how has having a strong marketing approach improved your overall market reach?

“We have such a distinct identity which of course has been shaped by my fascination with Greek mythology.

“The industry has so many restrictions around how we can promote ourselves, so to be a standout brand with an enticing shelf appeal, we had to be bold in our choices.

“Our unique branding and quality products paired with our well-defined marketing strategy and excellent customer relations are successfully increasing our reach on a global scale.”

With a growing demand from consumers to produce and supply new and captivating flavours, how has Zeus Juice both catered for this whilst staying true to the company’s identity?

“While still a relatively young industry, vaping is a very competitive market and we need to keep evolving to stay one step ahead.

“We like to listen to our customers and keep them excited by developing new products and fresh flavour combinations which we can do efficiently through our own Zeus manufacturing facilities.

“But no matter what we introduce, we will never compromise on quality. We will always be driven by helping people move away from smoking onto a healthier substitute.”

What does the future hold for Zeus Juice –are there any exciting plans or products in the pipeline?

“We have so much going on at Zeus; I don’t think we will ever sit still.

“Following a hugely successful year of growth from opening three physical stores in Scotland to our expansion into 10 countries, to introducing new products and flavours.

“Our focus will continue to be on international growth – we want to reach as many consumers as possible so they can experience everything that we have to offer.

“We are particularly excited about our launches in the Middle East as the markets are totally new following recent compliance changes.

“We have partnered with trusted local MENA distributor, Cactus Distribution and our collaboration with them will pave the way for great success in the region.”

You can keep up to date on all things to do with the Middle East launch on our Instagram:

AWARDED

NEW ACCESS IN North Africa

Words: Oliver Smith

Middle Eastern powerhouse Alternative Nicotine Delivery Solutions (ANDS)

launched the sale of vaping products in Morocco’s duty free.

The company is a provider of alternative nicotine delivery products such as disposable e-cigarettes, closed pods and heated tobacco technology

The company is continuing to expand its travel retail sector by partnering with International Duty Free Shops (IDFS).

This expansion will see ANDS’ impressive range of its vaping products in both the Casablanca Mohammed V International Airport and Marrakech Menara Airport.

ANDS already has strong commercial and operational presence across the regions of the Middle East, Africa, and with new developments in Europe and Asia.

The disposables manufacturer says it will continue to strengthen its extensive knowledge of the category and industry, by supplying various alternative nicotine delivery systems to the target adult smokers.

Within travel retail, the company’s goals are to support operators to embrace the nicotine category changes requested by the legal age consumer demand.

As well as advocating for proper the regulatory frameworks to be in place in all of ANDS relevant markets.

ANDS Co-Founder and President, Fadi Maayta said: “This new development is in line with ANDS travel retail expansion mirroring our domestic deployment in the region and beyond.

“We continue our journey to reach out to 140 million adult smokers across the Middle East and North Africa region, providing them with better alternatives, with the potential to reduce harm compared to combustible cigarettes.”

ANDS Head of Travel Retail Business, Arnaud Piorkowski said: “We are proud of our partnership with IDFS in Morocco, addressing the demand of the regional and international travellers through our leading portfolio.

“This marks another milestone in our travel retail expansion, being recognised as the category advisor for Alternative Nicotine Delivery Solutions.”

ANDS have announced that they will be launching the sale of their vaping products in Morocco’s main airports.

“WE CONTINUE OUR JOURNEY TO REACH OUT TO 140 MILLION ADULT SMOKERS ACROSS THE MIDDLE EAST AND NORTH AFRICA REGION…WITH THE POTENTIAL TO REDUCE HARM COMPARED TO COMBUSTIBLE CIGARETTES.”

Signals S-ENDING SMOKE

A recent Truth Initiative report delves into the use of tobacco in popular entertainment and how this is impacting our youth.

Words: Emily Malia

This soon became the main platform stars would use to gain attention and it wasn’t long before music videos became a full-blown advert for tobacco brands through product placement.

These iconic videos have romanticised the act of smoking for decades, reflecting onto its viewers the idea that tobacco use is ‘cool’ and desensitising them from the lifethreatening harms.

Some of the most iconic and talked about music videos of all time feature cigarettes as the starring role and as the demand for the content grew, so did this imagery.

From Lady Gaga’s sunglasses made entirely out of cigarettes in the charttopping ‘Telephone’ music video to Robin Thicke’s oversized lighter, lighting a cigarette for ‘Blurred Lines’, tobacco depictions were everywhere.

A billion people watched Rihanna smoke in the 2011 ‘We Found Love’ music video and millions watched countless videos in the R&B/Hip-Hop genre feature tobacco.

It seems the narrative has shifted within recent years to that of a harm

reduction standpoint, with artists beginning to feature e-cigarette in their videos as a 95 percent less harmful alternative.

This is a great step forward for the vaping industry, demonstrating to music fans across the world that they support vaping as a tool to quit and replacing these familiar smoke scenes with vapour clouds.

Most famously using the cessation tool was the chart-topping DJ Khaled for his hit songs ‘I’m the One’ and ‘No Brainer’, racking up hundreds of millions of views.

The movie set inspired video features models vaping – re-claiming the sultry cigarette smoke blowing through the air and instead producing vapour – as the artists sing in the foreground.

It’s refreshing to see rap artists also using vapes in music videos, with Travis Scott’s Escape Plan (2021) featuring a device, as the genre of music is notorious for featuring tobacco.

More recently, ex-Disney star turned pop princess, Sabrina Carpenter was vaping throughout the ‘Nonsense’ music video that was released earlier on this year.

There’s still a large number of artists that are yet to challenge the status quo in supporting harm reduction, with 31 hits of 2021 having 290 tobacco depictions in their music videos.

Specifically, the chart-topping song ‘Smokin out the Window’ by Anderson .Paak, Bruno Mars and Silk Sonic, coming out top with 109 incidents featured in one video alone.

The overall amount of music videos containing tobacco were down by 23 percent in 2021 and we look forward to watching those numbers continue to plumet as more artists support the quitting device.

Music videos have shaped popular culture since MTV came crashing onto the scene in the 1980’s with ‘Video Killed the Radio Star’, revolutionising the way we market bands/artists latest releases.

ELEVATE

GLOBAL

INFLUENCER MARKETING

EXPERTS IN VAPE MARKETING WITH

AWARDED BEST TOBACCO

MONSTER BARS: 3,500 PUFFS | 20MG

MONSTER BARS MAX: 6,000 PUFFS | 20MG

The second ever MENA Vape Awards was held in Dubai on Wednesday June 21 and was jointly presented by Vapouround and Vape Paper.

Words: Oliver Smith

It was only a few weeks ago that the team and I were hosting the eight annual Vapouround Global Awards live from the National Motorcycle Museum in Birmingham.

As you can imagine, staging an event as big as that takes months of organisation and planning.

So, when we scheduled the Middle East & North Africa (MENA) Vape Awards only a few weeks after, we knew we had a

industry being in one place at one time.

Although, with a short time frame, and the fact that the awards would be taking place more than 4,000 miles away added just a small amount of pressure to the team.

In fact, all in all, I think even Ethan Hunt would have had his work cut out to pull it off successfully.

‘Mission Impossible’ are two words that our extremely capable team don’t seem to understand.

I must give massive props to the Vapouround team as well as the Vape Paper team in Dubai, working together harmoniously for a truly memorable event.

After planning awards for the past eight years, each one just keeps on getting better and better, setting us up with the experience to improve every year.

We have a successful blueprint on how things are done, which we try to improve upon each year so that the results are always clear to see.

However, the MENA Vape Awards tore up the blueprint and we did things completely differently.

The venue was on a whole new level, choosing ‘The Theater’ situated in Dubai’s Fairmont hotel.

Although it was a challenge to stage this awards evening, the venue was very accommodating and very professional.

All the hospitality staff worked extremely hard and were incredibly friendly, with many not

even asking for a drink before a fresh one was presented right to them.

The entertainment was outstanding. With a variety of dance, singing and performance acts hitting the stage to wow the vaping crowds.

The acrobats and dancers were performing throughout the night with it culminating in the Greatest Show, from The Greatest Showman.

The entertainment was a huge hit with everyone. Being in The Theater meant that they had stateof-the-art sound, light and visuals which were used to the acts advantage.

Rather than the formal sit down three course meal, it was done as more of a sharing platter, with loads of small bites coming out frequently so no one went away with an empty stomach.

With free drinks all night for whoever wanted to let their hair down, the night was flowing and everyone was enjoying a fantastic experience.

From this point, the awards evening seamlessly went into an after party at the same venue, with more singers and dance acts, followed by a DJ playing all the hits until 3am.

Of course, the night wasn’t only a place for some good food and drink, the awards evening was also there to celebrate the many wins for the industry, especially in this region.

For me, some that really stuck out to me were Instafill winning ‘Best Innovation’, Dr Vapes’

‘Outstanding Contribution to the Vape Industry’ and of course the Geek Bar going into the Vapouround ‘Hall of Fame’.

I can’t wait for the third instalment of the MENA awards next year, with the bar being set extremely high, I am excited to see the heights we can reach to hail the blossoming vape industry in this beautiful region of the world.

HEADLINE SPONSOR DIAMOND SPONSOR

WINNER

Supra Reserve

Platinum Tobacco

Bombo RUNNER UP

Bia & Hades

Zeus Juice

WINNER

Don Juan Reserve

Kings Crest RUNNER UP

Lemon Tart

Vape Dinner Lady

WINNER KS Quik 5000 Raindrop

Kardinal RUNNER UP

Vermilion

Zeus Juice

WINNER

Pink Punch Lemonade

Twist RUNNER UP

VCT

Ripe Vapes

E-Liquids Hardware

WINNER

Luxe XR Max

VAPORESSO RUNNER UP

Aegis Legend 2

Geekvape

WINNER

Kiwi Starter Kit

KIWI RUNNER UP

XROS 3

VAPORESSO

WINNER

Blueberry Raspberry

Maxi Juice

RUNNER UP

Peach Blue Razz

Cloud Nurdz

JOINT WINNER

Blue Slushie Keep It 100

Pink Frozen Remix

Dr. Vapes

RUNNER UP

Hazelnut Vienna Brewed

Moreish Puff

JOINT WINNER

Mixed Berry Jam Monster

Grape - Frozty Saltz

by Roll Upz

RUNNER UP

Fusion Berry Burst

& Lemonade

Just Juice

WINNER MOTI K Pro Kit

MOTI RUNNER UP

Innobar C1

Innokin

WINNER

IZY Pro

IZY Vape RUNNER UP

Deja Voo Cyber

FEELM

WINNER

Haleem Vape Shop

RUNNER UP

Elbadry Vape Egypt

WINNER Onz Vape

RUNNER UP

Madnez Vaper

WINNER IQOS PMI RUNNER UP

SAAT Hunn

WINNER INSTAFIL

WINNER Monster Vape Labs

RUNNER UP

Geekvape

WINNER

The island eagle for vaping RUNNER UP

Bait Al Moasil

WINNER My Vapery

RUNNER UP

Q8 Vapes

WINNER MYLÉ RUNNER UP

RELX

3RD PLACE

VAPORESSO

WINNER Dragon Fruit

Banana Cherry Xtra Vape

RUNNER UP

Cosmo Ice

HM Vapes

WINNER FEELM RUNNER UP

KangerTech

Shady Aslan

Dr. Vapes

This issue we spoke to Youtuber, Twitch streamer and overall vaping influencer GrimmGreen about the importance of wellresearched voices advocating for variety within the community.

Words: Emily Malia

ocial media star and famous face of the vaping industry, Nicholas ‘Grimm’ Green, has been fighting for the right to vape since he made the switch back in 2009.

Having been in the industry for 14 years, he has seen firsthand the power that vaping can have on people’s lives who were otherwise destined to suffer from smoking related issues.

With a Youtube Channel surpassing 403,000 subscribers, it’s evident that the creator and advocate is passionate about the harm reduction mission and keen to help others quit through vaping.

He said: “My role for advocacy is very much ‘rallying the troops’.

“I take what I see across the internet, social media, twitter and do my best to relay these things to the general vape audience.”

With this comes a lot of responsibility and GrimmGreen often finds himself frustrated with the online backlash and ignorance that surrounds the community.

He spends vast amounts of his free time actively reading and interpreting science journals and articles to keep fellow vapers aware of what’s going on in the current climate.

GrimmGreen said: “To watch vaping and harm reduction create the lowest levels of smoking the USA has ever seen.

“Then to watch organisations like the American Lung and American Heart Association’s stand against this new technology is what makes me passionate.

“Everyone who smokes should get the chance to quit the way I did.”

With this theory in mind, it was important for the online creator to get his younger brother to embark on his own quitting journey after smoking together ‘like crazy people’ for years on end.

The advocate said: “He kept smoking, I kept vaping…and every week I would try to get him to switch with a new product or new liquid.

“Eventually, he found a kit he liked and ‘dual used’.

It took him over a year to finally quit but he did and has been smoke free for over a decade now.

“This technology can work for almost everyone ‘if’ they are given a variety in the marketplace and are allowed to switch at their own pace.”

There are countless people’s stories GrimmGreen could share and it’s the privilege of hearing them that pushes him to fight for the right to variety…after all, it’s the spice of life!

He said: “Everyone has a different journey and a different goal and it’s critical in my opinion to meet people where they are at.”

His own quitting story however, he admits is ‘fairly boring’, with no initial intention of quitting for good, but he always wondered, maybe there is a product like a fake cigarette?

You could argue he quite literally manifested e-cigarettes into his life when he decided to Google ‘fake cigarettes’ on a whim.

Low and behold, he found a Youtuber talking about vapes.

Green said: “Leaford showed me the way and helped me pick my first vape out. It was a crazy expensive stick battery cartomizer kit, but it was enough.

“I had no idea what I needed in terms of liquid and chargers, and this information was nowhere to be found online at the time.”

This of course only gave him more ammunition to now provide users with vital information surrounding different devices.

But this was back in 2009 and just a year later, the state of California – where he lived – almost completely banned all vaping products.

He said: “It got vetoed by our then Governor, but that one moment radicalised me. I knew I was going to have to defend these products and their use for possibly the rest of my life.”

And here we are, 14 years on and with a couple hundred thousand followers, Nicholas ‘Grimm’ Green continues to fight the good fight for the benefit of the entire vaping community. Twitter feuds with the FDA about vaping, on Twitter.

The Middle East has much more to do in the fight for a smoke free future with its smoking rates through the roof.

Words: Emily Malia

With laws and their enforcement lagging behind the best practice, the most recent edition of the Tobacco Atlas revealed some eye-opening stats.

In some parts of the Middle East smoking numbers are shockingly high, Libya being one to set a bad example, where the equivalent of 1,764 cigarettes are smoked per person each year.

However, it appears Kuwait – despite being one of the richest countries in the world with an impressive economy – have smoking rates even higher at an average of 1,849 cigarettes.

Coming out top, with the worst tobacco habits in the Middle East was Lebanon, topping the charts at a shocking 1,955 cigarettes, per person every single year.

Prof Kamran Siddiqi, professor in public health at the University of York, who researches non-communicable diseases in low and middle-income countries spoke on the issue.

He said: “The regulations need to become more comprehensive in line with international recommendations.

At the same time there should be a strong focus on implementing these regulations.”

“It’s essential to be making comprehensive smokefree laws, increasing tobacco taxes, offering smoking cessation, making sure the packaging of cigarettes is standardised…banning all forms of tobacco advertising, sponsorship and marketing.”

It seems the region faces so many challenges because alongside cigarettes, consuming tobacco through shisha pipes is another popular form of smoking across the Middle East, creating additional issues.

Although it’s not all doom and gloom, the Tobacco Atlas revealed some promising numbers for one particular place in the Middle East… the United Arab Emirates (UAE).

According to the report, the equivalent of 438

The vaping industry has experienced exponential growth across the Middle East within recent years and yet the region is yet to pull its weight in the fight against deadly tobacco.

cigarettes are smoked in the UAE per individual, each year, coming second to Yemen with the lowest in the region.

Several practical measures have been introduced in recent years to the UAE in order to cut down on smoking which have presumably affected their results.

These include the introduction in October 2017 of a 100 per cent tax on tobacco products which means that tax accounts for half of the total retail price — less than the

World Health Organization’s recommended figure of 75 per cent.

According to the findings ‘nicotine vaping use is relatively widespread, but still less common than traditional smoking’ but we cannot ignore the part that vaping had to play in tobacco’s decline.

Professor Siddiqui said: “If it’s properly regulated, it can help smokers to quit combustible cigarettes. On the other hand, it needs to be regulated so that it does not attract young people.

ESMA REGISTERED

Cherish Vapor established 2016 as a distinguished e-liquid brand, distributing premium e-liquids to the vaping community. Our growth in the following years has been nothing short of remarkable, as we proudly extended our reach across the globe. Cherish Vapor currently delivers an extensive spectrum of flavours to enthusiasts in over 60 countries.

AVAILABLE IN:

30ML 20MG NIC SALTS

50ML 3MG FREEBASE

BLUE RASPBERRY ICED

COOKIES & CREAM

GRAPE & STRAWBERRY

HONEYDEW WATERMELON ICED ICED

VANILLA CUSTARD TOBACCO

“Cherish The Vape, Stay Moreish.”

EUROPEAN MANAGING DIRECTOR TAKES

ANDS WELCOMES ITS NEW MANAGING DIRECTOR FOR EUROPE, MARY CARMEN ORDÓÑEZ, WITH THIS EXCLUSIVE INTERVIEW.

Words: Oliver Smith

A Spanish and Mexican citizen, Mary Carmen is a lawyer by training, holding three Masters’ degrees in different areas of Law

She comes with 23-years-experience at Philip Morris International (PMI), where she held several positions including Vice President and Chief Compliance Officer, Assistant General Counsel Litigation, Assistant General Counsel European Union and Vice President and Associate General Counsel, LATAM and Canada.

Now based in Switzerland, we caught up with Mary Carmen on just her second day in post.

You’re the first female lawyer to be at the helm of a major vape business - what’s the significance of this and how do you feel about the opportunity?

“I am honoured to be here and was flattered that Fadi, the President of ANDS, has opened the door to a more diverse workforce in the vaping sector.

“Not only am I a female and a mother, but I come from a mixed cultural background.

“Diversity is crucial to modern day business success as it allows a business to reflect and serve successfully the broad base of consumers that are out there today.

“Working in the tobacco industry previously I can bring perspectives from a sector that has gone through similar issues to that faced by vaping today, including addressing youth up take and the environmental impact.

“Also, the industry has to show utmost responsibility, if policy makers are going to put their faith in vaping to help them achieve their smokefree targets by 2030.

“This means that the industry, from top to bottom, has to be compliant and law abiding in everything it does.

“As part of this, we need to do everything within our power and collectively as an industry to root out the bad boys.”

How can vape businesses lead by example when it comes to compliance?

“The winners will be those who invest in a holistic approach to compliance covering product quality checks at point of manufacture, pre-market and when on the market.

“I will certainly be drawing on my track record in compliance to ensure ANDS can be the best it can be in this vital business area.”

You have worked for one of the largest and most established companies in the world, so why did you join ANDS?

“I have been incredibly impressed by the growth of the business in just three years.

“In that time ANDS has established a very significant market share in two Middle East markets, which is a phenomenal achievement, especially considering the company was formed a week before the pandemic started.

“ANDS’ growth is also a reflection of the huge and positive development that we are now seeing in the Middle East.

“Such change is making the world a more equal place and I want to be part of the company’s success that supports this.

“And of course, the significant growth opportunities that there are in Europe, which I will heading up.

“It’s great to be part of a business that is so determined to help smokers transition away from combustible cigarettes.”

What are your plans in Europe?

“Our plan is to get our feet firmly on the ground in the UK, where we have opened our new offices in Mayfair London and to use this as a springboard into European markets where the population of smokers is significant.

“These include the likes of France, Germany and Spain.

“As with the UK market, our main targets will be convenience and specialist retail as well as supermarkets and the travel retail sector.

“By growing our European presence we hope to achieve our significant growth target of becoming a $500m business in the next three years.”

Where do you see the future of vaping?

“I see a lot of consolidation in the marketplace taking place over the next decade.

“We now have a proliferation of small operators who will not be well placed financially to keep up with the added regulation that is likely to come the way of the vaping sector.

“I am an optimist and firmly believe that one day in our lifetime that cigarettes will be off the marketand vaping has its part to play in ensuring that is.”

BRIAN HEILIG

Here we highlight some of the stars of Instagram who are using the social media platform to create original art with a vaping theme.

Interview by: Hannah Rhodes

Name: Brian Heilig

Location: Napa, California

Instagram page: @mind_dream

How long have you been vaping for and how did you start?

I made the switch to vaping back in October of 2015, so I’ll be coming up on 8 years soon.

I used to smoke a pack a day for 12 years and it was something that needed to change as I was growing concerned with my health.

However, I wasn’t ready to part ways with nicotine and I knew vaping would be a better, healthier alternative.

I had previously tried to make the switch, but at the time I wasn’t able to fully commit. I’m so grateful I finally did… Vaping has changed my life for the better.

How did your coil building journey begin and what is your current process?

When I first started vaping, I was using MTL and SubOhm coil heads.

At the time, money was tight so I began doing research and found I could make my own coils from spools of wire.

Compared to buying pre-made coils, making my own would be a massive cost saver and so it was a no brainer to give it a go.

During this period, I also found a mystery RDA sale online and so was able to pick up my first RDA.

I had no intention of doing coil art when I first started. Coil Wars were happening all over Youtube and I was in shock at what people were doing with wire.

After learning more of the craft through videos online, I decided I would give it a shot and made my first Clapton.

I was instantly hooked and became very determined to learn more about the craft as well as the community and industry.

Have you faced any challenges during your time creating coil art?

Of course! I’ve had a countless amount of fails, with a lot of wire going straight into the bin.

These challenges weren’t for nothing as even though it can be frustrating at times, it was also a driving force to keep me going and not give up.

Building coil art for me is all about overcoming obstacles and the ‘Build Gods’ are not always on my side.

I have an overactive brain, so the critical thinking aspect of building is really satisfying – it gets the gears turning and allows me to dive deep into problem solving.

Is there anything in particular that motivates or inspires your work?

Coil building is very community driven and I love seeing and learning from all the builders that came before me. We all build off and grow from one another.

It’s such a great community to be a part of and so many people have helped me during my journey, and I’ve tried to do my part too.

It’s essentially one generation giving to the next… I guess what I am trying to say is the build community as a whole motivates and inspires me.

Do you only build coils for yourself as a hobby or for others too?

Currently, I mainly build coils for myself as a hobby. I consider the craft to be a form of meditation where I can step away from the stresses of life.

Over the years I have built coils for others from time to time, but I didn’t want to make a habit of it.

I think money complicates things and I didn’t want my art to become about the financial gain. For me personally, it’s best

to keep hobbies and work separate.

Are you currently working on anything new at the moment?

I don’t have much on at the moment, at least not physically. However, I do have multiple build ideas that I plan to work on soon.

Over the years it has become harder and harder to find extra time to sit down and build, but that doesn’t take away from it at all.

If anything, it makes it more special when I do get those moments to work on coil art.

We make it happen... GLOBALLY

STAND CONTRACTOR MERCHANDISE

STAND DESIGN

RETAIL SOLUTIONS HOSTESS

ASTRO NOMICAL

After a report found the damming figure of disposable waste in the US, alarm bells rang for many vaping advocates…with cigarette waste being complete overlooked.

Words: Oliver Smith

Many brands are now trying to combat the issue with waste collection schemes for the devices or creating packing that is fully recyclable

But even with the industry trying to change for the better, we are still hit we yet another bashing

A new report commissioned by the United States’ Public Interest Research Group (PIRG) detailed the alarming rate at which disposable e-cigarettes were being discarded.

It estimates that each month in the US alone, vaping customers purchase and consume 11.9 million disposable e-cigarettes.

Based on that figure in the new report by the US PIRG Education Fund, the waste from disposable vapes sold annually would stretch longer than 7,000 miles if lined up, more than twice the width of the country.

A worrying statistic for many caught up in the panic of the nation’s current waste issues.

However, what the US PIRG forgot to mention was that the waste from discarded cigarette filters is undeniably more of a cause for concern.

Around 267 billion cigarettes are smoked in the US each year, a monumental difference to the 11.9 million discarded e-cigarettes.

If you then take into consideration that the standard cigarette size is around 70 millimetres, with the discarded filter taking up 20 millimetres of its total length.

So, with 267 billion cigarettes consumed in the US alone each year, it would measure just over 3.3 million miles of discarded cigarette filters.

To put that level of waste into perspective, that’s enough distance to travel to the moon and back seven times!

With that damming figure, one can’t help think of the glaring hypocrisy of policy makers and waste advocates completely overlooking the detrimental impact cigarettes are having.

Of course, the vaping industry is currently facing many sustainability problems, however, in recent months brands and

regulators have been exploring many techniques to help curb this problem.

John Dunne, Director General of the UK Vaping Industry Association, said: “The industry realises that much more must be done to safeguard against their impact on the environment.

“The fact is that disposables have been around for a while but have become hugely popular in the last couple of years, particularly with those on low incomes who are amongst the most prevalent smokers.”

The vaping industry is aware that they have a problem with disposables and the correct way to handle waste management with them

“THE INDUSTRY REALISES THAT MUCH MORE MUST BE DONE TO SAFEGUARD AGAINST THEIR IMPACT ON THE ENVIRONMENT.”

After an anti-vaping cloud sculpture was unveiled to the Australian public, Vapouround explores everything from smear campaigns to crackdowns in the dystopian land of Aus.

Words: Grace Lynk

In a not so shocking turn of events, Quit Victoria and VicHealth have partnered with Museums Victoria to unveil a new sculpture designed to visually represent chemicals ‘supposedly’ found in vaping devices.

The sculpture, recently revealed at Scienceworks, is yet another ploy to feed Australia’s brutal agenda against vaping, essentially scaremongering their citizens into fearing a cessation tool that helps millions.

Taking the form of a ‘vape cloud’ and demonstrating labels of so-called toxic chemicals, it is increasingly apparent that the government’s drive to eliminate e-cigarettes from the face of their country is resolute.

Victorian Health Minister Mary-Anne Thomas said:

“We’re proud to be launching this installation to raise awareness and drive crucial change around the troubling use of e-cigarettes gripping young Victorians.”

The exhibit is just another tactic to besmirch vaping following the reforms proposed by the Australian government which will see disposables banned and a major crackdown on imported non-prescription products.

Of course, the responses from the public have been overwhelmingly negative on Twitter, with Australian natives flocking to the platform to express their distaste for the prohibition strategies.

One user, Capt. Cumulus (Fleetpoet), said: “This is clearly the opposite of what more than 8000 studies from the last 15 years show. Next week, you present the proud installation of a flat earth?”

BakerB (bakerbee1) took an angrier approach to the installation, voicing the frustration of thousands of Australians who are vastly losing patience with their government creating needless mass anxiety.

The user said: “You have lost all credibility with your lies and exaggerations and now the archaic ‘chapman trick’ you are using to kill smokers by putting them off switching to a vastly safer alternative.”

If the vape cloud sculpture wasn’t enough to get vapers in Australia angry, the casting calls for people with disabilities to come forward and tell vaping horror stories might do the trick.

An undisclosed company have started an online casting call where members of the public can speak their mind on the vaping conundrum, but only if their stories are negative.

Lucky Break Creative on Facebook, who are advertising the casting call for the company, claim to specialise in connecting people from the community with opportunities in the spotlight.

In this case, the alleged opportunity feels more like the exploitation of minority groups with a money incentive of 3000 dangling over the heads of members of the public.

In response, ASACA (The Australian Smokefree Alternatives Consumer Association) said: “Journalism doesn’t cast. Science doesn’t cast. Fiction does. Do you really think the offer of cash doesn’t encourage people to lie?”

Having to resort to casting calls and bribes to curate a negative opinion on e-cigarettes undermines those who are willing to speak about the positive effects vaping has had on their lives for free.

The Australian government is doubling down on their agenda against vaping due to the unregulated and illegal markets flourishing nationwide as a direct result of their implemented ban.

The intent to fuel a black market will ensure that consumers will be less aware of the quality and purity of the products they purchase, exacerbating the dangers of vaping in Australia.

In an attempt to curb these black-market sales, Health Compliance Officers have recently seized 17,000 vapes with an estimated worth of one million headed towards Perth from New South Wales.

With authorities intercepting the delivery before it could reach its destination, it has now been recognised as the largest vaping-related seizure in the history of Western Australia.

This crackdown, along with others, means that Australian citizens should expect an outpouring in prohibition-related crime, with taxpayers funding new embargos by expanding law enforcement and controlling illicit e-cigarette trade.

The World Vapers’ Alliance said: “Vaping in Australia has been a harrowing and unpredictable rollercoaster

ride…bullied and terrorised by successive Health Ministers, many vapers feel like collateral damage in an ideological war.”

Thankfully, it’s not all bad news, with many companies and individuals fighting back against the changes being made against the will of thousands of Australians relying on vapes to quit smoking.

In particular, the Vaping Association of Australia is calling on Parliament to follow the plans of New Zealand and the United Kingdom in their efforts to sensibly regulate vaping.

Colin Mendelsohn, serial vaping promoter and self-appointed ‘politician pesterer’ said: “This will provide a safer alternative for adult smokers, replace the black market run by criminal gangs and reduce access for young people.”

“The prescription model has failed and can’t be resuscitated.”

VAPOUROUND ON TOUR ISSUE 2

WORLD VAPE SHOW, DUBAI JUNE 21-23

Words: Oliver Smith

There was a lot of eager excitement amongst the Vapouround team as the wheels touched down in the sweltering Dubai heat.

In the past few years, the World Vape Show has already seen a roaring success with its expo in the Middle East region, so we were expecting a mesmerising experience.

On arrival to the venue of the first day, we were greeted with the helpful organisers, who happily helped to guide us to where we would be stationed for the rest of the show.

The team and I met up with some familiar faces from our long-standing relationships with various companies as well as to gain new connections with start-ups and untouched foreign brands.

During the show, I went to sit in on a few of the conferences that were taking place, with ‘Global Vaping Perspectives’ and ‘Product Development and Innovation’ being a couple of my favourites.

Although, we were not only in Dubai for the sole purpose of the World Vape Show… with Vapouround putting on a night to remember with its second instalment of the MENA Awards.

With 27 prestigious prizes up for grabs, it was great to see how far the industry has come in recent years along with taking the time to hail the many winners that currently dominate the market.

I look forward to experiencing the World Vape Show in Dubai again soon but for now, we look to February 2024 for their very own ‘Meet the Buyer’ event in the Philippines.

#1 Best Seller in the USA

MEVS, EGYPT JULY 6-8

Words: Keith Reilly

Spread over three days, the Middle East Vape show was a much-anticipated event in the industry’s calendar.

The event acted as the perfect space for businesses to showcase the best vaping goods and the latest innovations from across the world.

Hosting everyone from industry professionals, enthusiasts and consumers all under one roof, it was certainly an occasion to remember.

Vapouround were media partners of the event and so we took hold of presenting the official show guides to both exhibitors and visitors.

Arriving on the first day, we were pleasantly welcomed with hundreds of vibrant booths as far as the eye could see.

Mr Fog’s stand seemed to gravitate a huge amount

of intrigue with their attention to detail, light shows and home-brought speaker that aided in creating an electric vibe.

Other businesses that caught our attention were El Badry and UWELL, both of whom had equally impressive booths.

Split into B2B and B2C days, the event provided an amazing opportunity to meet brands and consumers alike.

Over 150 exhibitors and 15,000 visitors graced the halls across the three-day event, bringing passion and knowledge of the industry.

The main stage was constantly buzzing with interest and on the last day, the event organisers announced several exhibitors’ awards including best stand, best fruit, etc.

All in all, Egypt hosted a fantastic event, with countless opportunities to connect and engage with likeminded, enthusiastic people.

ARE

TAILORED SOLUTIONS AND SERVICES

CORPORATE LICENSING

PRODUCT REGISTRATION

COMMERCIAL NEGOTIATION

SKU LAUNCHES & DISTRIBUTION

MARKETING ACTIVITIES & MEDIA COVERAGE

LOGISTICS | STAFF RECRUITMENT

We enable a strategic approach that helps your operations to flourish.

Get in touch today for a FREE CONSULTATION

IECIE VAPE SHOW, JAKARTA AUGUST 3-5

Words: Kirk Martin

Our next stop in the expo calendar was the IECIE Vape Show, and after 24 hours of travelling, we arrived at the bustling heart of Jakarta.

This trip, which was very exciting on a personal level, was the furthest I had ever travelled before.

Jakarta was on another level in terms of the friendliness of the people, the size of the event and the variety of people it had attracted.

The calibre of exhibitors to brands was high, and this show was buzzing with lots of business being done in every corner at the event.

The South Asian market is a big one, so I’m sure it

would have been a very promising and productive weekend for many brands that were in attendance.

IECIE Vape Show created the perfect opportunity to pick up distribution and retail contacts, catching up with old friends as well as long-time business associates.

The expo itself was fantastic: the people of Indonesia, in general, are very polite, helpful and all-round great hosts.

Our time, although short, was nothing but pleasurable and I can safely say the food in Jakarta has become one of my favourite cuisines.

With the market continuously growing and evolving, I really look forward to attending another IECIE event and I’m especially excited to visit Jakarta again soon.

VAPOUROUND REVIEWS E-LIQUID

Caliburn GZ2

Words:

SPECIFICATIONS

Battery Capacity : 850mAh Integrated

Charging : USB C | Coil Types : Mesh

Coil Resistance : 0.8ohm/1.2ohm

Pod Capacity : 2ml | Weight : 47g

Dimensions: 28.9mm*22.9mm*72.5mm

Max Output : 17W

Draw Activated | Adjustable Airflow

As a massive fan of the original Caliburn and the G2, and the KOKO well, in fact, all of the ones I’ve tried over the years – I jumped at the chance to review this awesome bit of kit.

Taking on a different shape to any I’ve tried before, the GZ2 is super comfortable to hold and this is immediately noticeable when you first pick up this rather small device.

With a minuscule weight of 47g, this kit is super lightweight and doesn’t feel too bulky or cumbersome.

Being a little more boxy in shape when compared to many of the previous iterations, I felt like this was

definitely a welcomed change and something that gave this kit a bit of a refreshing feel.

With the familiar, sleek and simple exterior, the GZ2 is completely devoid of buttons or screens, and working with a draw activated inhale, this kit relies solely on practicality and simplicity.

The GZ2 does, however, feature a small viewing window to the side of the device, allowing users to easily see the volume of e-liquid in the pod itself, and therefore giving vapers the heads up on when to refill.

Available in a bunch of attractive colours, the GZ2 boasts style and individuality as well as performance. With a surprisingly hefty 850mAh integrated battery, the Caliburn GZ2 is charged remarkably quickly via USB C (with the cable included with the kit). Meaning not only will the battery last nearly a whole

Peach Atkinson

The Iconic and well loved Caliburn series from vaping giants, UWELL has an interesting update for any pod lover.

day of moderate vaping, but when it does run out, it only takes approximately 30-40mins or so to charge.

Battery life is indicated quite stylishly via intensely bright lights lining the side of the device, red meaning less than 30%, blue meaning 30-60% and green being 60% - 100%.

Offering MTL and RDTL vaping, the GZ2 works absolute wonders alongside thin consistency e-liquids and high nicotine strengths – another bonus for new vapers looking to quit smoking.

The pods that are compatible with this device also feature a small wheel - allowing vapers to adjust the airflow to their chosen preference.

The coils utilised in this kit are the Caliburn G mesh coils, and are available in 0.8ohms and 1.2ohms - and you can choose either to suit your liking.

I found both offered intense throat hits and a smooth and satisfying flavour, something I have come to expect with the Caliburn Series.

In my experience, the coils last me about a week or so before needing to be swapped out for fresh ones. With both coils bringing a short, sharp inhale, you can expect discreet and modest vapour production - no chances of huge, billowy clouds when exhaling.

Filling the 2ml TPD compliant pods is as simple as can be - requiring users to simply pop the cap off, revealing a one way valve that fits nearly every e-liquid bottle tip.

Being a top fill system, I noticed next to no leakage and minimal condensation build up.

For such a small device, the Caliburn GZ7 is remarkably sturdy and robust, sustaining just the smallest amount of cosmetic damage when I clumsily dropped it.

With an RRP of about £20-£25, this kit is a no brainer - especially due to the build quality and user oriented performance.

Looking at this device on the whole, it is easy to appreciate that this kit will make a great choice for new vapers, as well as vapers who use high strength nicotine. It is built with simplicity in mind and performs reliably throughout.

PROS

- Easy to use

- I liked the new shape

- It had a part for vapers to attach a lanyard to, meaning you won’t lose your vape!

- Coils lasted ages

CONS

- I would’ve liked just a tiny bit more flavour when inhaling (although it was still satisfying and intense)

ANDS Slix

SPECIFICATIONS

Dimensions: 110 x 16mm

Material: Plastic, Metal, Silicone, Cardboard – FULLY RECYCLABLE

Battery capacity: 400mAh

E-liquid capacity: 2ml

E-liquid ratio: 50VG/50PG

Nicotine strength: 20mg (2%) salt nicotine

Number of puffs: Up to 600

Words: Grace Lynk

Kiwi Passion Guava

Each pull produced a delightfully sweet yet crisp fruitiness without leaving a sickly aftertaste like some of the other variants I have tried.

This flavour takes me back to a beach-vibe and is a perfect for the upcoming summer months.

Out of the three flavour profiles, the guava comes across as being more dominant in both the inhale and exhale –however, this didn’t come across as overwhelming but quite the opposite.

Sour Raspberry

This is almost a palette cleanser which I particularly enjoyed after some of the sweet and creamier flavours from ANDS.

There’s a definite if subtle sour flavour at the back of the nose on exhalation which is refreshing.

Nice enough flavour, but not my favourite...but that’s just my opinion.

Pink Lemon

I have purchased this flavour from elsewhere before so I have no doubt it’ll be exactly the same.

The flavouring is nice and smooth but it hasn’t got a similar taste to pink lemonade, it’s more sour than sweet but still amazing taste and product in itself.

Mint

With a very distinct taste, this disposable hit the exact spot

for a strong mint flavour without an overbearing sweetness like other mint devices.

The vape provided a great cooling sensation to the throat as it was not overbearing and had a subtle hint to it.

The aftertaste of the vape was incredible as it was such a smooth pull and left a distinct mint flavour in your throat.

Cream Tobacco

I was slightly apprehensive when first trying this flavour, as I have never been the one to choose a tobacco styled taste.

I must say, this flavour was the perfect mix of providing that tobacco-like flavour for ex-smokers to enjoy but with a subtle sweetness of a creamy caramel toffee.

Grape

I have had this flavour in other brands and found them a bit hit and miss so was wary to try this flavour from ANDS.

I was pleasantly surprised and enjoyed the taste, with a good grape flavour without being too sweet and sickly.

I normally find these grape flavours usually lose their taste towards the end, but this kept up right until the last puff.

Watermelon

One of my favourite flavours is Watermelon, and all I can say is that this disposable from ANDS definitely didn’t disappoint.

Although no brand has ever replicated the true taste of a watermelon, I have loved the artificial flavour that you normally find with chewy sweets.

From the first to the last puff, I enjoyed the mouthwateringly sweet taste that was so moreish that when the device’s life ended, I was very upset.

Blue Raspberry Lemon

This was a brilliant blueberry flavour, usually hard to pull off but ANDS has definitely succeeded.

Alongside the lemonade flavour the overall experience develops with a large hit of blueberry which fades slowly, giving way to the citrusy lemonade which accompanies the flavour nicely.

Zeus Juice Nicotine Salts

VG/PG: 50/50

Nicotine Strength: 20mg Nicotine Salts

Death By Bunny

Being one of the OGs in the strawberry game, Death By Bunny is a delightfully rich yet light dessert flavour. Bringing ripe and succulently sweet strawberries and blending them with an incredibly smooth whipped cream creates a soft, complex and clearly enjoyable set of flavours. Despite being a truly decadent dessert e-liquid, it doesn’t seem to convey the sickly sweet feeling I’ve experienced with other strawberries and cream based flavours. All in all, I feel that Death By Bunny is quite rightly top of the pile when it comes to smooth and intricate e-liquids.

Boreas

Exotic by nature, this e-liquid encapsulates the refreshing, tropical vibe of sipping on a relaxing smoothie. With bold and distinguishable fruity notes, mango is at the forefront of your mind as you puff this flavour. Complimenting the vivid fruity element, there is an only-just-detectable smoothness to add to the mix. Giving this flavour that coveted and refreshing feel, you will pick up on a hefty burst of

iciness, leaving you well and truly impressed. I felt it sort of held the middle ground between basic and complex but was enjoyable nonetheless.

Midas

I think this was my favourite e-liquid in the bunch I received and was completely unlike the others in terms of its flavour profile. Raising your attention immediately to a rich, velvety and sumptuous vanilla custard, mellow notes of butterscotch sauce soon enter. For me, the vanilla presented in a more exquisite form, following a sort of vanilla bean vibe rather than a basic, generic and occasionally artificial take on the popular constituent. Custard seemed to convey a high level of decadence and gave a solid base to this flavour. Giving a sweet kick, the addition of butterscotch was a stroke of genius and made this e-liquid that much easier to vape.

Vermilion

Utilising one of the very first flavour profiles in the world of vaping, Vermilion introduces us to a cherry

Words: Peach Atkinson

menthol e-liquid that has been executed flawlessly. Coming across at the same time, you will notice a blend of rich, sweet and somewhat tart cherries and a far more mellow mixture of ripe red berries. The combination of the two provides a solid base on which a bracing and satisfying undertone of menthol can flourish and revitalise the sweet, fruity notes. Keeping it rather simple in terms of constituents, Zeus Juice has allowed themselves to create a very effective and enjoyable flavour with no chances of over complicating things.

Helios

This instalment from the gods of vaping themselves, Zeus Juice has managed to captivate the attention of fruity fans across the globe. Helios incorporates two rather similar stone fruit flavour profilesnamely peach and apricot. With both evoking a sense of familiarity to one another, I was interested to see where this e-liquid would go. Well, it took all of 2 seconds to fully bask in this wondrous flavour and learn its taste. I would probably say that the primary flavour is peach, it is sharp, tangy and deeply delicious - bringing a summertime feel. Completely contrasting, the apricot notes are mild, mellow and swoop across the base of the overall flavour, leaving vapers highly satisfied.

Black Reloaded

One of Zeus’ most recognised flavours, The Black has had a wonderful extension - aptly named Black Reloaded. Black Reloaded takes on the traditional, sweet mixed berry and the bold and tart blackcurrant found in the original, but valiantly overhauls the menthol to a completely new level. The menthol element to Black Reloaded is far greater in strength and will appeal to vapers that enjoy mind blowingly cold e-liquids. Another genius idea to go with, Zeus has chosen to add a spicy undertone of aniseed - creating a brilliant clash between cold and heat. If you are a fan of the OG, I think you’ll love this one too.

Cerberus

Accumulating a wonderful collection of vivacious and bright fruity notes, I was intrigued, to say the least. The unique set of flavours is both complex and clearly well devised, and I can hand on heart say that I’ve not yet tried a flavour quite like Cerberus. Initially, you will notice a sharp and almost electric feeling of blood orange. Zeus has managed to perfectly recreate the

sour and juicy taste of said oranges. Closely following the powerful character of blood orange, comes a much softer and balanced peach note. To me, the peach seemed to have a calming effect towards the more prominent citrus. To add a little bit of an undertone to these two elements, comes a tart cranberry and a touch of cooling menthol.

Adonis

Captivating and fresh, Adonis is the perfect partner on a warm, summer’s day. Keeping ingredients simple, Zeus has set its sights on executing the ideal berry flavour. Including a precise collection of strawberries and raspberries, there is also little in the way of cooling agent. Strawberries were most noticeable I would say, and their familiar tanginess shone. The choice to combine rather similar yet vastly opposite flavours provides vapers with a chance to enjoy this strange but delicious cornucopia of fruity notes. I feel Zeus has absolutely nailed this awesome e-liquid.

Athene

Bursting at the seams with vibrancy and intense flavour, Athene brings about a vaping experience that can only be described as miraculous. With instantly enjoyable notes of ripe, juicy and punchy watermelon, it immediately takes the floor. I found this to be bright but not overbearing, soon leading on to a more subtle touch of freshly picked strawberries. Opting for two of the most recognisable fruity flavours within the e-liquid industry was a fantastic idea and the balance between the two was perfectly meticulous. As a somewhat light flavour, it didn’t feel too deep and intense and was easy to enjoy in the long term - with no abhorrent sweetness.

Apollo

Bringing a rather familiar set of flavour elements to the table, Apollo boasts a vibrant and bright vaping experience.

I personally found that the inclusion of two iconic berry notes influenced a strange but enjoyable reviewing opportunity. Blurring the lines between blueberries and raspberries, one can appreciate both a soft juiciness and a punchy sour kick simultaneously, allowing for a solid and well rounded flavour. To add to this already intense and fruity set of ingredients comes a bracing undertone of citrus in the form of a fizzy lemonade - perfectly rounding up a truly refreshing vape that is oh so easy to enjoy.