Imperial Brands has announced the addition of a new flavour to its popular blu vape offering, with the arrival of Sour Berry.
Launching this month with an RRP of £5.99, Sour Berry is the newest addition to blu bar box kit’s extensive flavour range, bringing the total number of options available to 17.
Imperial Brands said it launched Sour Berry to expand its blu vape flavour range in line with customer preferences. The addition will “offer a more authentic flavour profile of wild berries, sharpened by tartness, to provide a superior flavour experience for users, engaging their senses with distinct, vibrant berry notes,” it said.
The new Sour Berry flavour uses Imperial’s AuthentiTaste formulation - liquids crafted with flavourings that mirror real fruit profiles and sensorial cues - such as sourness - to deliver a fresh, captivating experience.
The new Sour Berry flavour will be available in two formats - a 1,000-puff kits and a 2,000-puff pod pack.
Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, said: “Vape users across the UK continue to demand new and exciting flavours. As a business, we remain committed to ensuring our range reflects evolving customer taste preferences. For retailers, this means that they can in turn offer the best products and experiences to their customers.
“A recurring point of feedback among customers is that they see some flavours on the market as artificial or one-dimensional. To address this, Sour Berry has been formulated specifically to offer an unexpected yet genuine flavour experience, which we anticipate will create strong demand from vape users.”
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