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Key Takeaways
- Imperial Brands has added a new Sour Berry flavour to its Blu vape range.
- The product will launch across retail this month.
- Both the Blu bar kit and Blu pod pack have a recommended retail price of GBP 5.99 (approximately USD 7.79, based on 1 GBP ≈ 1.30 USD).
- The launch increases the total number of Blu flavour options to 17.
- Imperial Brands said research shows that 83% of vape users prefer fruit flavours.
2Firsts, April 1, 2026
According to Imperial Brands, the company has added a new flavour called Sour Berry to its Blu vape range.
Sour Berry launches this month and brings the Blu flavour count to 17
Imperial Brands said Sour Berry will launch across retail this month, with both the Blu bar kit and pod pack carrying a recommended retail price of GBP 5.99 (approximately USD 7.79, based on 1 GBP ≈ 1.30 USD).
The company said the launch increases the total number of Blu flavour options to 17.
The new flavour will be offered in bar kit and pod pack formats
Imperial Brands said Sour Berry will be available in two formats.
The Blu bar kit offers 1,000 puffs per prefilled, replaceable pod and features a sleek device that is compatible with all other flavours in the Blu pod range. The Blu pod pack includes two replacement pods, delivering a total of 2,000 puffs per pack.
The company said 83% of vape users prefer fruit flavours
Imperial Brands said the launch follows research indicating that 83% of vape users prefer fruit flavours.
Shirley Soccio, head of consumer marketing UK and Ireland at Imperial Brands, said vape users across the UK continue to seek new and exciting flavours, and that the company remains committed to ensuring its range reflects evolving customer taste preferences so that retailers can offer better products and experiences.
She also said that customers have repeatedly said some flavours on the market feel artificial or one-dimensional, and that Sour Berry was specifically formulated to provide an “unexpected yet genuine” flavour experience that the company expects to generate strong demand among vape users.
Image source: Better Retailing
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