Supreme plc says its 88Vape brand is well positioned to remain an affordable option when the government’s new Vaping Products Duty comes into force on 1 October.
The Manchester-based consumer goods group said it was fully prepared for the new duty, which will tax vaping liquids at 22p per millilitre.
This means a standard 10ml bottle will incur £2.20 in duty before VAT, while a two-pack of 2ml pods will attract 88p.
Supreme expects the duty to have a significant impact on consumers but said 88Vape should remain one of the most affordable compliant vaping brands on the market.
The company also expects the new pricing regime to alter purchasing behaviour, with consumers currently buying higher-priced vaping products potentially trading down to value brands such as 88Vape.
“Consumers are going to feel the impact of this new duty in their pockets, meaning value is more important than ever,” Supreme CEO Sandy Chadha said.
“Even with the duty applied, 88Vape should remain one of the most affordable compliant options available, which puts us in a strong position as consumers look more closely at what they are getting for their money.”
Chadha added that the company supports the move towards a regulated and duty-paid vaping market and has invested in its UK manufacturing and compliance capabilities ahead of the changes.
Supreme supplies more than 55,000 retail outlets across the UK and said it was working with retail partners to prepare for new pricing and the increased value of vaping stock held in stores.
Meanwhile, the company issued a trading update on Thursday, ahead of its Annual General Meeting, in which the group reported a strong FY26, with revenue rising 17 per cent year on year to a record £270.2m, compared with £231.1m in FY25.
Adjusted EBITDA was broadly unchanged at £40.6m, against £40.5m a year earlier.
Drinks & Wellness was a key growth driver, with revenue increasing 60 per cent to £69.3m, supported by the contribution from SlimFast and a full year of Clearly Drinks.
Supreme said it had made a solid start to FY27 and expects full-year trading to be in line with market expectations.
Chadha said the group remained confident that 88Vape’s value positioning would continue to appeal to existing and new consumers as the new pricing regime takes effect.
“Having created an established manufacturing and compliance capability, our scale, brand positioning and value-led offering leave us well placed to successfully navigate the evolving vape marketplace,” he said.