2Firsts Product Observation (8.25-8.29): UK Market Focuses on Pod Innovation, Multiple Brands Compete for Differentiation

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Based on a systematic observation of global e-cigarette product trends conducted by 2Firsts from August 25-29, 2025, the UK market is sending new signals in terms of regulatory announcements and product innovation. This issue focuses on the trends in the UK market and the movements of well-known brands.

Recent Developments in the UK: Continuous Innovation in Pod Systems

According to a statistical analysis by 2Firsts of public data from the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK, during the period of August 18-24, MHRA only listed 193 e-cigarette SKUs, a significant decrease of about 86.5% compared to the previous week (1156 SKUs).

The list of approved e-cigarettes in the UK has been updated, with a significant 87% decrease in the number of new SKUs. Brands such as VAPORESSO, IJOY, ALD, and ASPIRE have introduced new products.

At the same time, brands like VOZOL and SKE have launched new pod system devices in the United Kingdom, showcasing their strategic positioning in the pod system product market and their commitment to exploring smoke-free experiences.

Product | claims zero vapor, zero odor. British retailer website launched SKE solid "nicotine beads" reloadable e-cigarette.

After the ban on disposable products, the trend of "switching pods" is accelerating. VOZOL has launched a new refillable product in the UK.

Differentiation breakthrough: ELFBAR, OXBAR accelerates personalized and functional layout.

ELFBAR and OXBAR have recently stepped up their product differentiation efforts. ELFBAR has released the limited edition ELFA MASTER Stein, which not only continues the series' compatibility but also offers independent numbering and custom engraving services, highlighting its personalized positioning. On the other hand, OXBAR has introduced TRI-FUSION, a new design featuring "three compartments and three controls." Users can adjust sweetness, nicotine concentration, and cooling sensation separately, claiming to be able to create up to 100 different flavor experiences.

Product: Supports personalized engraving, priced double that of the basic model. ELFBAR launches limited edition ELFA MASTER Stein in Germany.

Product | "Three Bins Three Controls" Design Supports Sweet, Cool, and Nicotine Adjustment OXBAR's New Product Enters European and American Markets

As a leading global NGP media and think tank, 2Firsts is committed to providing the latest product and technology information and insights to practitioners worldwide in various categories such as e-cigarettes, heated tobacco products, and modern oral products. It aims to drive technological change and innovation in NGP products worldwide, ultimately bringing safer products and lifestyles to tobacco consumers globally.

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