Next generation products
Driven by a determination to create an appealing alternative to smoking, blu was created in the US by pioneering founder Jason Healy in 2009. International launches soon followed and blu became Imperial’s vaping brand of choice following its acquisition in 2015.
The brand is available in several formats including myblu, a simple-to-use, rechargeable device which is paired with e-liquid pods.
blu is present in European markets, including the UK and France, as well as the USA where a new marketing proposition has been tested. With innovation playing a crucial role in supporting smokers’ switch away from combustible cigarettes, we also trialled an all-new pod device, blu 2.0, in four cities in France in 2022.
Armed with insights from this successful trial, blu 2.0 has now been rolled out nationally in France, the UK, and Spain.
Julia Snedkova, Head of Sales & Marketing, France
Pulze is our heated tobacco device and, paired with iD sticks, offers smokers a compelling and potentially less risky alternative to combustible cigarettes.
We piloted the products in Greece and the Czech Republic and were really pleased with the response we received, both from consumers and our trade customers. They are now available in a further four European markets – Italy, Portugal, Hungary and Poland.
More launches are planned too, in markets where smokers have shown an appetite for these types of products, and where we have an existing strong distribution network.
Building on our initial offering, an all-new Pulze 2.0 is available in some of our heated tobacco markets. In developing the enhanced device, we focused on four key areas: the nicotine delivery, product quality, a simple and compact design, and the sensory experience.
Like the first generation product, Pulze 2.0 offers a choice of two heating modes, giving consumers the ability to set their preferred taste intensity in our range of iD sticks. But it delivers even more sessions – 25 or more – on a single charge. This appeals to smokers who seek the convenience of having one device that can operate all day without the need to recharge.
Ezgi Topcuoglou, Category New Product Development Lead
Consumer interest in modern oral nicotine products is growing swiftly in certain markets, and we’ve developed Zone X bamboo fibre pouches to capitalise on this trend.
Zone X consumers are typically 25+, urban and open-minded. They're moving towards a cleaner lifestyle, and favour a discreet way to enjoy nicotine.
With a presence in Denmark, Sweden, Switzerland, Austria, Norway and Estonia, the brand is available in a variety of strengths, formats and flavours to meet a range of consumer moods and moments.
Innovation is a key part of the brand’s DNA and we’ll continue to develop new options in the Zone X range in line with our consumer insights.
Nieka Pourkazemi, Brand Manager
