Imperial Brands expands blu bar kit and pod offering with the addition of new Creamy Tobacco option

Imperial Brands is expanding its popular blu vape range with the launch of a new Creamy Tobacco flavour for blu bar kits and blu pods, meeting growing customer demand for more choice and unlocking a new revenue opportunity for retailers.

The addition of Creamy Tobacco will bring the total number of flavours available in the blu range to 16. This new flavour has been developed in direct response to the growing demand for tobacco-inspired options among users of pod-based systems – particularly former cigarette smokers who enjoy the taste of tobacco, as well as those who both smoke and vape, in the 29-41 age group^[1].

Available through independent and wholesale outlets, as well as online, Creamy Tobacco offers a rich, velvety tobacco taste with a creamy smoothness and will retail at £5.99*. Recent research revealed that Creamy Tobacco outperformed other similar flavours in terms of both taste preference and intensity^[2] and already accounts for 80% of sales^[3] in the tobacco modern pod-based category, highlighting its strong appeal.

The introduction of Creamy Tobacco reflects Imperial Brands’ ongoing commitment to offering products that meet a wide range of customer needs, while creating additional sales opportunities for retailers.

The new Creamy Tobacco flavour will be available as both a blu bar kit, offering 1,000** puffs of intense flavour per prefilled, replaceable pod, and as a pod pack, including two replacement blu pods delivering an impressive total of 2,000 puffs*** per pod pack. The blu bar kit features an attractive silver-coloured device and is compatible with the other flavours in the blu pods to allow users to enjoy a variety of flavour experiences.

Shirley Soccio, Head of Consumer Marketing for UK & Ireland at Imperial Brands, comments: “As a manufacturer, we are committed to bringing products to market that reflect the continually evolving taste preferences of both new and experienced vape users.

“Our research clearly shows that tobacco flavours remain a firm favourite among many vape users. This insight was the driving force behind the addition of Creamy Tobacco to both the blu bar kit and pod pack ranges.

“With demand for this new flavour expected to grow, we recommend retailers speak with their Imperial Brands Sales Representative to find out more and secure their stock to capitalise on this opportunity and avoid missing out on meeting customer demand.”

For further information, visit https://www.blu.com/en-GB.

*Based on ITUK RRP as at December 2025. 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.