Imperial Brands has added a new flavour to its blu vape line-up with the launch of Sour Berry.
Rolling out across retail in April, Sour Berry is the latest addition to the blu bar kit and blu box kit flavour range, taking the total number of flavour options available to 17.
Sour Berry will be available in two formats. The blu bar kit offers 1,000 puffs per prefilled, replaceable pod and is compatible with the wider blu pod range. The blu pod pack contains two replacement pods, delivering a total of 2,000 puffs per pod pack.
Imperial said fruit flavours are preferred by 83% of vape users and that shoppers are increasingly looking for more differentiated flavours that taste less synthetic. Sour Berry has been developed to deliver an “authentic flavour profile of wild berries”, sharpened by tartness.
The flavour uses Imperial’s AuthentiTaste formulation, which the company said is designed to mirror real fruit profiles and sensorial cues such as sourness.
