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30th Nov 2023

Elf Bar and Lost Mary have dropped sweet flavours from all their vape products

Joseph Loftus

Their decision comes following criticism

Elf Bar and Lost Mary have said that they will drop dessert and soft drink flavours from their range of products due to criticism that the sweet flavoured vapes appeal to children.

Their decision will take some time to filter through the supply chain, reports BBC News, so it will likely take a while for the changes to become apparent on the shelves.

The number of people vaping has exploded in recent years and only continues to grow.

The devices, which were designed as a healthier alternative to smoking, have been facing mass backlash in recent months due to concerns about the number of children getting their hands on them.

Earlier this year, Professor Andrew Bush, a consultant paediatric chest physician at Royal Brompton and Harefield hospitals, said: “I am concerned that we are sleepwalking into a public health catastrophe with a generation of children hooked on nicotine.”

Elf Bar and their sister brand Lost Mary are the most popular disposable vape brand in the country and in a survey earlier this year, Action on Smoking and Health found that half of 11-17-year-olds who had tried vaping had tried Elf Bars.

While Elf Bar have already dropped numerous flavours, such as Bubble Gum, Cotton Candy, and Rainbow Candy, a spokesperson has now confirmed that more flavours will be dropped.

The spokesperson told the BBC: “The introduction of such a regime would mitigate children’s access to vapes and make it easier for the authorities to better regulate the sale of vaping devices.

“Furthermore, we believe it would help combat the growing illicit vape market and drive increased rates of vape recycling.”

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