MC: From the beginnings of Riot Squad,
we had custom-built laboratories and
performed all of our TPD testing in-
house. Riot Labs is essentially making
the most of the facilities and expertise
we have accumulated over the last
couple of years. We originally imported
concentrates from all over the globe,
which can be expensive and cause
delays in production. Why import
concentrates from the USA when we
can make them exactly how we want
them here in our lab?
Part of our strategy has always been
‘supply amazing brands with great
fl avours’ and Riot Labs is the next stage
to this. The main thing that changed our
strategy was redeveloping our existing
fl avours. Riot Squad was launched
in October 2016 and since then, we
have launched an award-winning new
fl avour and reworked three fl avours
with remarkable success. It is so
important to keep current in this industry
and we intend to keep innovating rather
than playing catch up.
VM: Which previous Riot Squad
successes and ventures inspired this
particular project the most – or are
you going into unfamiliar territory in
any way?
MC: The success of Iron Bruise in May
2017 made us realise we can build
and refi ne very complex and bold
fl avours using multiple ingredients,
which results in a great liquid which
is hard to replicate. Building fl avours
on a molecular level seemed like
the next logical step in allowing us to
innovate further and not be limited by
off -the-shelf
concentrates.
Being the sole
distributor
of our own
product has
been hugely
successful
for us. We
have a great
relationship
with our trade
customers
and we are
often asked
for new
fl avours
or diff erent types of liquids, from a
premium 50/50 range to a dessert
range; Riot Labs can deliver these.
VM: Without giving too much
away, what are the biggest reasons
potential business partners (and
consumers) should be excited about
the launch of Riot Labs? (What
will it do for
wholesalers,
distributors,
vendors,
retailers etc.)
MC: Our trade
customers
can expect a
wider selection
of e-liquids to
choose from
and even better
quality and
stock availability.
They can have
confi dence that
everything is designed, formulated,
tested, produced, packaged and
distributed all in one place, so they
know who is accountable. We will also
be providing some amazing incentives
within our catalogue. At The Vaper
Expo Returns in October this
year, we relaunched our Riot
Tour to be bigger and better
than ever. Our ‘vape meets’
have become hugely popular
with stockists and consumers,
with many retailers asking
us to attend for a return visit.
Everyone can
expect these to get bigger and better
with the riot coming to a vape store
near you in the future.
VM: Are there any outstanding
brands coming under the Riot Labs
umbrella which you would like to
highlight for any reason?
MC: We are launching a brand in March
2018 which we are VERY excited about.
It’s a collaboration with a huge company
outside the vaping industry. We will be
launching this brand with a Riot Labs
party and all our stockists will be invited.
It will be a party not to be missed.
RACHEL HOWES SARAH CROSBY EMILY MANSON LOUISE BRADSHAW ROWENA BROWN MICHAEL FRISBY JAMES CARROLL
ANALYTIC FLAVOURS CHEMIST
HEAD OF PROMOTIONS
BRAND MANAGER
BRAND MANAGER
PROJECT MANAGER
OPERATIONS MANAGER
HEAD OF PRODUCTION
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