FEATURE
A WHOLE
WORLD
ONE OF THE UK’S LARGEST VAPE COMPANIES ON NEW
CONSUMER NEEDS AND CRAFTING THE ULTIMATE MOD
By Leo Forfar
Selling hugely in the UK, Italy, France and the US, blu is one of the
world’s largest and most prominent e-cigarette providers. In 2012,
blu were measured as accounting for 75 percent of total e-cigarette
advertising, and their place is now sealed.
With capital, visibility and longevity on their side, blu have used their
influence as a flagship company to help increase vaping’s visibility
and widen the knowledge of scientific studies and evidence making
the case for e-cigarettes. Naturally, the vape trade is always curious
about what they have planned next. Their interview with us at the Vaper
Expo in May came with a strong emphasis on mod quality and creating
consumer confidence in delivery systems.
Melvin Riugrok leads blu’s UK operations. He provided indispensable
insight into recent activity, alongside colleague George Tucker, blu’s
communications manager.
ON BLU’S MOD RANGE
Melvin says: “It’s essential for us to emphasise the efforts we’ve made to establish blu as
a brand. The whole vapour product category is growing, and we’ve tracked the consumer
journey and how it has moved towards vapour. Following on from that, we track how
consumer needs are expanding in the vaping sector. Every day we try to improve our
understanding of what they’re after and bring new products to the market which serve
those needs.
Our commitment to the best possible delivery system is very clear and shapes all our
recent work. The launch of myblu is the key focus and we’re expanding that; we’re very
keen to partner and work with leading experts of the industry.
For people who are starting vaping, we’ve recently seen the need for more convenient
devices; simpler, ready to use, no hassle. There’s a lot out there for people who are
already established vapers. Their journey into vaping and towards more sophisticated
products is still open for more innovation. We’re responding to those needs with both
myblu, and blu ACE and we’re confident that we’ll continue to play a significant role in
the coming years. I must emphasise the responsibility and attention to product quality
required to create journeys for consumers which are consistent and safe. It’s why we
invest so much in this area.”
And blu aren’t just strengthening ties with their consumer base by releasing and
promoting new products but offering incentives. George pointed us to blu’s focus on
the guarantee of quality and reliability of their products, where buyers will receive
a free battery replacement if it fails. With so many anti-vaping hit-pieces focused on
malfunctioning batteries, George thinks that getting health and safety right can create
“lifetime consumer confidence.”
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