Imperial Brands has announced the addition of a brand-new flavour to its popular blu vape offering with the arrival of Sour Berry.
Launching across retail in April, and with an RRP of £5.99*, Sour Berry is the newest addition to blu bar kit and blu box kit’s extensive flavour range, bringing the total number of flavour options available to customers to 17.
With fruit-flavours preferred by 83%[1] of vape users, customer demand is seeking differentiated, less synthetic flavours in this category. In response, Imperial Brands launched Sour Berry to expand its blu vape flavour range in line with customer preferences. The newest addition will offer a more authentic flavour profile of wild berries, sharpened by tartness, to provide a superior flavour experience for users, engaging their senses with distinct, vibrant berry notes.
The new Sour Berry flavour uses the innovative AuthentiTaste™ formulation, which are liquids crafted with flavourings that mirror real fruit profiles and sensorial cues – like sourness – delivering a fresh, captivating experience.
The new Sour Berry flavour will be available in two formats:
- blu bar kit: Offering 1,000** puffs of intense, authentic flavour per prefilled, replaceable pod. The kit features a sleek device and is compatible with all other flavours in the extensive blu pod range, allowing users to enjoy a variety of flavour experiences.
- blu pod pack: Each pack includes two replacement blu pods, delivering an impressive total of 2,000 puffs*** per pod pack.
Shirley Soccio, Head of Consumer Marketing UK & Ireland at Imperial Brands, commented: “Vape users across the UK continue to demand new and exciting flavours. As a business, we remain committed to ensuring our range reflects evolving customer taste preferences. For retailers, this means that they can in turn offer the best products and experiences to their customers.
“A recurring point of feedback among customers is that they see some flavours on the market as artificial or one-dimensional. To address this, Sour Berry has been formulated specifically to offer an unexpected yet genuine flavour experience, which we anticipate will create strong demand from vape users.”
For further information, visit https://www.blu.com/en-GB.
*Based on ITUK RRP as at February 2026. For the avoidance of doubt, retailers are free at all times to determine the selling price of their products.
**Puff count is a maximum estimate of 1 second puffs per pod based on lab testing of newly manufactured products. Actual number of puffs may vary depending on individual usage and flavour.
***Puff count is a maximum estimate of 1 second puffs per pack (2 pods). Up to 1000 puffs per pod based on lab testing of newly manufactured products. Actual number of puffs may vary depending on individual usage and flavour.
[1] Total Retail EPOS, SPOT Oct’25.
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