Vape maker Chill Brands Group has announced a strategic pivot towards rechargeable, reusable vaping products and a new nicotine-free e-liquid range, positioning itself for growth ahead of the UK’s upcoming ban on single-use vapes.
Anticipating the ban's enforcement on 1 June 2025, Chill Brands has partnered with manufacturers to develop compliant, pod-based vape devices.
The company said “the appetite among retailers to stock single-use vape devices has diminished,” leading to a decline in its UK domestic sales. Meanwhile it is actively engaged in discussions with potential distribution partners to expand the global reach of its product range.
The company’s vaping portfolio will soon include a new line of nicotine-free e-liquids, set to launch in early 2025. These shortfill e-liquids come in 10 flavors and are designed for refillable vape devices, catering to both nicotine and non-nicotine users. The products' minimalist branding aligns with potential future marketing regulations.
Chill Brands has also established a new division to support third-party brands in entering the UK and European markets. The company has secured its first partnership agreement to represent an international brand offering oral nicotine pouches and natural energy drinks, with additional brand partnership discussions currently in progress.
“Having launched and grown our own brand in the UK within a nascent category we know what it takes to persist and prosper as a product-led business in this complex market,” Callum Sommerton, chief executive of Chill Brands, said.
“By partnering with emerging brands and utilising our established sales and marketing infrastructure, we are transforming our previous limitations into a unique opportunity. This model allows us to diversify our commercial interests, generate new revenue streams, and put our accumulated market knowledge and sales resources to productive use.”
The company’s trading suspension since June 2024 persists due to delays in finalising its 2024 audit, now expected in Q1 2025. Additionally, legal proceedings regarding the recovery of the chill.com domain are ongoing, with a key hearing scheduled for 19 December.
