Dinner Lady launches disposable vape pen

Vape brand Dinner Lady has launched a new nicotine salt-based disposable vape pen device.

Disposable e-cigarettes worth an estimated £200m per annum in the UK, the company says, and are predicted to become the fastest-growing area of the e-cigarette market – set to grow by 50% to £1.5bn by 2024.

The vape pen range is available in eight flavours, including Dinner Lady’s iconic international award-winning Lemon Tart, as well as new-to-the-UK Dinner Lady blends such as Banana Ice, Citrus Ice and Strawberry Ice.

The new product features an improved coil and better battery than comparable products on the market, the firm says. Each device delivers 400 puffs of 20mg salt nicotine e-liquid, approximately equivalent to a 20-pack of cigarettes, with a retail price of £4.99.

Dinner Lady chief marketing officer John Taylor said: “We have carried out a lot of research and insight to develop the Vape Pen, and we are confident the new Dinner Lady disposable will be a big success.

“With the predicted growth for the sector, combined with consumers’ increasing need for convenience products – partially driven by the changing retail market during the COVID-19 pandemic – the new Dinner Lady Vape Pen will be a must-stock item for retailers.”

The Vape Pen has two main target markets. This includes current smokers, to support their transition away from combustible cigarettes, to vape – which is cited as 95 percent less harmful than cigarettes by Public Health England.

In addition, the product is aimed at existing vapers who are buying disposables as a back-up device, with no need to carry spare batteries, coils, tanks or e-liquid when out and about.

To support the launch Dinner Lady is making available compact counter-top-display units, as well as a range of supporting marketing materials.