UK MHRA Watch | 200+ SKUs Listed in 10 Days: FUMOT Accounts for Nearly Half as ELFBAR and Others Roll Out New Products

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Key points :

·Multiple brands focus on releasing new products: ELFBAR, GEEKVAPE, JNR, FUMOT, HAYATI, NEXEL have all announced over 200 SKUs with the MHRA within one week.

·Update: ELFBAR and HAYATI have both introduced refillable pods that can be reused, with resistance specifications ranging from 0.6Ω to 1.2Ω.

·FUMOT has updated 103 SKUs: FUMOT has unveiled 3 pod system models at once and simultaneously launched 100 compatible pods.

【By 2Firsts】MHRA's new brand NEXEL: Only one month after its launch, it has filed 31 SKUs for compliance in the UK, featuring a combination of fruit and mint flavors and a uniform nicotine concentration of 20mg/mL.

Recently, 2Firsts conducted a systematic monitoring and compilation of the announcements in the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notice database from July 9th to 18th, 2025. Multiple e-cigarette brands such as GEEKVAPE, ELFBAR, HAYATI, JNR, and FUMOT have submitted new SKUs for product notices and made them publicly available during this period.

According to the MHRA regulatory process, when a product is publicly listed in the notification database, it means that the SKU has passed compliance reviews and has been granted legal sales authorization in the UK market.

Here is a list of the main brands, types of products, and preliminary market trends analysis included in this update notice:

ELFBAR Announces Mainstream Devices Now Compatible with Pods

Heaven Gifts Germany recently made public 20 SKUs in the e-cigarette query system of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK. The SKUs involve ELFBAR and its related collaborations (such as ELFBAR × ELFLIQ) and LOST MARY and its related collaborations (such as HAWCOS × LOST MARY).

Two refillable pods are announced, offering resistance specifications of 1.1Ω and 0.8Ω respectively.

Eighteen pre-filled e-liquid pods have been announced, which can be adapted to popular product series such as DUAL10K, 4IN1 ULTRASO, ELFA PRO V2, TAPPO PRO, and CRYSTAL PRO. The nicotine concentration is consistently 20 mg/mL, with a focus on fruit flavors.

GEEKVAPE has released the Aegis Hero 5

Recently, GEEKVAPE ELECTRONIC CIGARETTES (UK) LIMITED has displayed 6 SKUs on the e-cigarette search system of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK. The new SKUs all belong to the GEEKVAPE brand and cover various types of e-cigarette kits, pods, and coils：

A new e-cigarette kit called the "Aegis Hero 5" and a standalone accessory called the "Aegis Hero Cartridge" have been announced. Based on the naming convention, it can be inferred that they both belong to GEEKVAPE's "Aegis" series.

The release includes multiple "B" series atomizer cores (Boost Version), covering different resistance specifications such as 0.4Ω, 0.2Ω, 0.6Ω, and 0.3Ω.

JNR: Equipment is being Updated in Sync with the Pods

GEEKTECH LLC's JNR brand recently posted 45 SKUs in the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette tracking system in the UK.

·JNR has announced several independent e-cigarette devices in the PANDA, PANDA X, X88, AURORA, and M6 series.

·Several pre-filled e-liquid products from the AURORA and M6 series have also been publicly disclosed, all with a nicotine concentration of 20 mg/mL.

·The 40 podSKUs released this time mainly focus on JNR's "PANDA X" and "X88" product series. The nicotine concentration of these pods is all marked as 20 mg/mL, with flavors ranging from fruit, menthol, to mixed flavors, etc.

FUMOT: 103 SKUs Containing Multiple High Power Devices 

Revealed by SHENZHEN FUMOT TECHNOLOGY CO., LTD. The FUMOT brand recently announced 103 SKUs on the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette query system:

·FUMOT has announced three e-cigarette devices: the Fumot T7000 Pod, the Fumot Ultra T32000, and the Fumot T9000 Pro Max. These devices are typically designed with high puff counts in mind.

·The remaining 100 SKUs are all pod products, including the RANDM TOMADO 7000 E-LIQUID and RANDM TORNADO 9000 E-LIQUID series. Most of the pod products have a nicotine concentration of 20 mg/mL, while some have a concentration of 10 mg/mL, providing customers with a variety of options.

HAYATI: Focus on Refillable Systems

PAX INNOVATIONS (SHENZHEN) LIMITED's brand HAYATI recently had 6 SKUs listed on the e-cigarette query system of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK：

·Three e-cigarette devices, the HAYATI Philia Device 1, HAYATI Philia Device, and HAYATI Philia Device 2, have been announced.

·Three specially designed refillable pods for HAYATI Philia devices are being announced, featuring different resistances: 0.6Ω, 1.2Ω, and 0.8Ω.

NEXEL: New Entrant in the Market, Focusing on Pre-filled Swap Systems

NEXGEN TECHNOLOGY HK LIMITED's brand NEXEL recently listed 31 SKU's on the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette notification system in the UK:

·Announcement of a new e-cigarette device called the "AERO Device

·A total of 30 pod SKUs are being released, all containing 20mg/ml of nicotine. These pods are available in a variety of popular fruit, mint, and mixed flavors.

·The NEXEL brand was first listed in the UK MHRA e-cigarette notification system on June 25, 2025, indicating that NEXEL is a newcomer to the UK’s regulated e-cigarette market.

In addition, SHENZHEN FORESIGHT INNOVATIONS TECHNOLOGY CO., LTD recently listed its VOZOL-branded e-cigarette, the Switch Pico DEVICE, with a total of one SKU disclosed.

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