MHRA Publicizes New e-cigarette SKUs from Various Brands in March

Mar.31.2025
MHRA Publicizes New e-cigarette SKUs from Various Brands in March
UK MHRA announces new e-cigarette SKUs from brands like SKE, ELFBAR, LOSTMARY, IVG, and VOZOL for sale in the UK.

Special statement:

This article is intended for internal industry communication only and does not make any recommendations for specific brands or products.

The images presented in this article are intended solely to depict factual information and are not to be used as advertisements for any products.

This article is prohibited for minors to access.


Main points of the article:

The UK Medicines and Healthcare products Regulatory Agency (MHRA) announced in March the release of several new e-cigarette SKUs from brands such as SKE, ELFBAR, LOSTMARY, IVG, and VOZOL. 

The SKE brand has approximately 93 SKUs, including fruit-flavored e-liquids, various pod series, and the new open system device AIRY 8000. 

ELFBAR brand released 10 SKUs, featuring e-liquids with 20mg/ml nicotine content and the new e-cigarette device ELFX ULTRA. 

IVG brand introduced 60 e-liquid SKUs with a variety of flavors and nicotine content options of 20mg and 6mg. 

VOZOL brand unveiled 75 SKUs, including a range of e-liquids flavors and devices like NEON PLUG MAX and SLEEK, possibly for open system use. 

 

Recently,2Firsts searches in the UK MHRA e-cigarette database revealed new SKUs from SKE, ELFBAR, LOSTMARY, IVG, and VOZOL brands, indicating that these products have successfully completed the MHRA approval process and are ready to be officially marketed in the UK.

 

In March, various e-cigarette brands released new SKUs including e-liquid, pods, e-cigarette devices, and more. The detailed information is listed below for public viewing.

 

 

SKE

 

 

In March, the e-cigarette brand SKE announced around 93 products on the e-cigarette inquiry system of the Medicines and Healthcare products Regulatory Agency (MHRA) in the UK, including 86 pods, 2 open-system products, and 5 refillable pod products, showing a wide variety of product types.

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
SKE March MHRA announcement situation | Map: 2Firsts

 

E-liquid: The publicly listed e-liquid products come in a variety of flavors, including pineapple, lemon, blueberry, strawberry, watermelon, cherry, and other fruit flavors. Some e-liquids also come with special flavors like "Ice" or "Fizzy." The nicotine content is all 20mg/ml or 20mg. 

Pods: The publicly listed pod products include the CRYSTAL 4in1 pod series, CRYSTAL 4IN1 PRO POD series, and AIRY 8000 POD series. 

E-cigarette devices: The publicly listed new e-cigarette device is the AIRY 8000, which may be an open system.

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
SKE March MHRA Publicity Situation | Image Source: MHRA

 

 

ELFBAR and LOSTMARY

 

 

In March, ELFBAR and LOSTMARY collectively posted 10 products in the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette query system in the UK. The products included pods and e-cigarette devices. Specifically:

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
ELFBAR/LOSTMARY March MHRA notice | Design:2Firsts

 

E-liquid: The publicly disclosed nicotine content of e-liquid is 20mg/ml, with a variety of flavors including bubble berry basil, apple pear, mojito plum, raspberry lychee, and "snow tobacco". 

E-cigarette device: The newly disclosed e-cigarette device is the ELFX ULTRA, equipped with a 2.4-inch full touchscreen and a 1500mAh battery. It also supports the smart App InsaWay, with detailed coverage of the product previously provided by 2Firsts.

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
ELFX ULTRA Function Introduction | Image Source: ELFBAR

 

 

IVG

 

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
IVG March MHRA Publicity Situation | Graphic: 2Firsts

 

In March, the e-cigarette brand IVG revealed a total of 60 products on the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette notification system in the UK. The products predominantly fall under the categories of pods and open systems.

 

The e-liquid flavors available include grape, lemon, watermelon strawberry, mint, and more. 

The nicotine content options for the e-liquid are 20mg and 6mg. 

The IVG open-system products listed have a nicotine concentration of 20mg.

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
MHRA publicized IVG situation in March | Image source: MHRA

 

 

VOZOL

 

 

MHRA Publicizes New e-cigarette SKUs from Various Brands in March
VOZOL's March MHRA public notice|Graphics: 2Firsts

 

In March, e-cigarette brand IVG announced a total of 75 products in the UK Medicines and Healthcare Products Regulatory Agency (MHRA) e-cigarette notification system. The products are primarily in the form of pods and e-cigarettes. More specifically:

 

The nicotine content of the e-liquid is 20mg as stated. 

Various flavors of e-liquids, such as blueberry ice, mango ice, pink apple ice, and pink lemonade, are also available. 

The e-cigarette devices mentioned include NEON PLUG MAX and SLEEK, which may be open systems, but have not yet been listed on the official brand website.

 

2FIRSTS is a product column dedicated to providing readers with the latest information on new products in the tobacco industry. In order to gather and share first-hand information from the industry, 2FIRSTS welcomes readers to submit articles and share the latest products in the e-cigarette field.

 

If you have any unique insights or information, please feel free to contact us at info@2firsts.com or reach out to 2Firsts CEO Alan Zhao on LinkedIn.

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

U.S. Expands Illicit Vape Enforcement as ATF Brings PACT Act Powers Into Trade Fraud Task Force
U.S. Expands Illicit Vape Enforcement as ATF Brings PACT Act Powers Into Trade Fraud Task Force
The U.S. Bureau of Alcohol, Tobacco, Firearms and Explosives said on September 23 that it has joined the interagency Trade Fraud Task Force to strengthen enforcement against illegal, misdeclared and smuggled vape and tobacco products. ATF will bring its authority under the Prevent All Cigarette Trafficking Act into the task force, including registration, reporting, shipping and record-inspection requirements covering interstate sales of electronic nicotine delivery systems. ATF said the move will strengthen its ability to trace illicit products from U.S. points of entry through domestic trafficking and distribution networks.
News
Sep.28 by 2Firsts Perspectives
NAS 2026 | Former FDA Tobacco Chief Mitch Zeller Calls for Shift From “End Game” to “End State”
NAS 2026 | Former FDA Tobacco Chief Mitch Zeller Calls for Shift From “End Game” to “End State”
At the 2026 New Approaches Summit in New York, former FDA Center for Tobacco Products Director Mitch Zeller called for the tobacco harm reduction debate to shift from the traditional “end game” toward defining a desired “end state.” He also highlighted unresolved concerns around dual use, argued that biomarkers of exposure may be more meaningful than cigarettes-per-day in assessing risk reduction, and said nicotine misperceptions remain a major barrier to public health progress.
Sep.25
Gallery | InterTabac 2026 Opens as VAPORESSO, SKE, GREENTANK, GEEK BAR and Other Brands Take the Floor
Gallery | InterTabac 2026 Opens as VAPORESSO, SKE, GREENTANK, GEEK BAR and Other Brands Take the Floor
InterTabac 2026 opened in Dortmund, Germany, on September 15 alongside NUBIZ and InterSupply. According to the latest figures released by the organizer, the three trade shows bring together around 750 exhibitors from 64 countries. On site, 2Firsts observed vaping and related brands including VAPORESSO, DOJO, SKE, GREENTANK, GEEK BAR, HQD and ELUX.
Special Report
Sep.15
Inside Nicotine-Pouch M&A Through Imperial's Yoik Deal: Latham, KPMG, PwC, Goldman Sachs and Morgan Stanley Form the Adviser Lineup
Inside Nicotine-Pouch M&A Through Imperial's Yoik Deal: Latham, KPMG, PwC, Goldman Sachs and Morgan Stanley Form the Adviser Lineup
Imperial Brands' acquisition of Swedish Helwit owner Yoik Group AB has highlighted the professional-services firms supporting cross-border oral nicotine M&A. Latham & Watkins and KPMG advised Imperial, while PwC and TM & Partners advised Yoik. KPMG also appeared on Imperial's acquisition of Black Buffalo earlier in 2026, while PwC played an extensive role in KT&G's acquisition of Swedish nicotine-pouch company Another Snus Factory. Imperial's public disclosures put the global modern oral nicotine delivery market at approximately £8.8 billion in retail sales and 23.5 billion pouches in 2024
Sep.20
Italy Proposes Earlier Vape and HTP Tax Hikes, New Rules for E-Liquid Pricing, Exclusive Deals and Distribution
Italy Proposes Earlier Vape and HTP Tax Hikes, New Rules for E-Liquid Pricing, Exclusive Deals and Distribution
Italy's proposed 2027–2029 budget would bring forward scheduled tax increases for e-cigarette liquids and heated tobacco products from January 1, 2028, to July 1, 2027. The consumption tax coefficient for nicotine-containing e-liquids would rise from 20% to 22%, that for nicotine-free liquids and applicable flavorings from 15% to 17%, and the heated-tobacco coefficient from 41% to 42%. The bill would also introduce official retail price schedules for e-liquids, restrict exclusive agreements between retailers and suppliers, and limit single-brand-dominated displays, sales incentives and bundled offers. Importing, authorized warehousing and retailer sourcing arrangements would also change. The proposals remain subject to parliamentary approval and subsequent implementing regulations.
Regulations
Nov.04
Los Angeles Cracks Down on Illicit Flavored Vapes and Counterfeit Goods: 12 Businesses Searched, 24 Arrested, Eight Truckloads Seized
Los Angeles Cracks Down on Illicit Flavored Vapes and Counterfeit Goods: 12 Businesses Searched, 24 Arrested, Eight Truckloads Seized
Los Angeles authorities searched 12 businesses and arrested 24 people during a multi-agency operation targeting illicit flavored vaping products, flavored cigarettes and counterfeit merchandise on October 22, 2026. The Los Angeles County Sheriff's Department said approximately eight tractor-trailer loads of merchandise were seized. Alleged violations involved flavored tobacco sales restrictions, tobacco licensing requirements and counterfeit trademark laws. Local, state and federal agencies participated. Authorities have not disclosed the number, brands or value of vaping products seized. Investigations remain ongoing.
Enforcement
Oct.28