Supreme expects vapers to switch to alternative devices in case of disposables ban

Vape manufacturer and supplier Supreme PLC said it expects that most of its current consumers would shift to one of these alternative forms of vaping in the event of a ban on disposables.

The company, which was in news recently over its boss’s donation to the Tories, added that it welcomes “any government initiative that seeks to tackle underage vaping” amid the reports of a possible ban of disposable vape devices.

The government is reportedly considering banning the disposable vapes as an option in a consultation on the issue of children accessing and using e-cigarettes.

“Notwithstanding potential legislative restrictions on disposable vape devices, Supreme remains confident that vaping is and will continue to be the most credible and effective alternative to cigarettes; in addition to disposables, consumers have access to both ‘open system’ vaping and ‘pod’ vaping systems, both of which offer more environmentally friendly alternatives to disposables,” the company said in a statement.

A recent YouGov poll commissioned by the company found that only 6 per cent of former smokers who now vape would return to smoking if disposable vape devices were no longer available.

Supreme has a range of compliant alternatives across its longstanding 88Vape 10mls (open system) and Liberty Flights Dot Pro pod system, both of which continue to report year-on-year growth.

In addition, the company has plans to launch its own 88Vape pod system as another alternative to its current range of disposables.

The company added that it remains on track to deliver Adjusted EBITDA for the year ending 31 March 2024 in line with market expectations and will undertake a comprehensive review to measure the impact of any proposed changes across the medium to long term once further clarity is provided.

Supreme has earlier confirmed that Sandy Chadha, group chief executive, has historically donated funds to the Conservative Party, after reports revealed a donation in May of £350,000 from Supreme 8 Limited.

Chadha heads Supreme 8, but Supreme clarified that Supreme PLC or its subsidiaries has not made political donations, adding that the donations are unrelated to Supreme PLC and were funded directly by Chadha.

Tories defended the donation.

“We are not anti-vaping. It is one of the most effective ways to help people quit and smoking and our government encourages this switch,” a spokesperson told BBC.

“However, this government is taking meaningful steps to tackle vendors who sell vapes to children. This includes setting up an Illicit Vape Enforcement Squad, closing loopholes on giving out sample vapes, and launching a review into fines for selling these products to under-18s.”