Tell us a bit about NextGEN’s history.Founded in 2014, NextGEN360 Ltd has grown exponentially and expanded its horizons while still maintaining family values at the core of its ethos. Now representing the apex in premium-grade NGP manufacturing, analytical and distribution solutions, our business continues to strive forward with a future-centric & quality driven focus; constantly moving product development into the next generation and empowering millions worldwide to improve their wellbeing.
Offering unrivalled services to the vaping industry, we craft premium quality e-liquids utilising cutting-edge technology in conjunction with our ISO and HSE certified processes. From freebase Nicotine to Nic Salts, we maintain our quality standards across all product formats for both contract manufacturing and off-shelf finished lines.
With our eyes to the future, we have invested heavily in the development of our facilities to incorporate CBD ranges into our sphere of operations. Now proudly boasting some of the highest-quality CBD e-liquids, oral sprays and tinctures in the industry, with our development team working tirelessly to expand our CBD horizons.
After significant investment into our UK facility, we have developed in-house methodologies in conjunction with the latest in analytical technology. This means that we are able to offer unrivalled quality assurances by rigorously batch-testing all our own products alongside a full compendium of analytical solutions; incorporating CBD and Nicotine-based services as well as full TPD toxicological analysis and emissions testing to further support our clients through the minefield of compliance.
From retail to manufacturing and all points in-between; we are an industry leading one-stop-shop for all your NGP requirements. Always looking ahead to stay at the top of our game so our clients know that by partnering with us, their success will continue long into the future.
NextGEN360’s Accolades in Summary:
• 65,000 sq. ft facility audited to GMP standards
• Specialised ISO 7 clean room
• ISO 9001 certified
• ISO 17025 accredited
• EP/USP pharmaceutical grade Nicotine, PG and VG.
• Premium UK flavours sourced from trusted suppliers
• High purity CBD isolate with 0% THC content.
• As paragons of best practice, our regulatory team work to ensure total compliance with all contemporary and proposed legislature
• All products are rigorously batch tested with full traceability on all ingredients
• State-of-the-art analytical laboratory operated by highly skilled technical scientists
• Full batch testing and extensive analytical capability for both Nicotine and CBD products
• Vertically integrated supply chain
• 76,000,000 bottle production capacity (annual)
• Advanced warehousing & production processes
Talk us through your brand portfolio.
As NextGEN360 we offer an extensive range of White Label NGP manufacturing solutions incorporating a full range of nicotine and CBD products from e-liquids to tinctures and beyond. This aspect of our operations comes complete with a full suite of marketing and analytical support, providing our clients with all the vital tools they need to develop and grow their own leading NGP brand.
NextGen360 sub-brand EDGE Vaping was founded in 2017 with an intent to provide industry-leading vaping products to the UK’s bustling Convenience sector. Gaining rapid success, EDGE quickly achieved market dominance and is currently the UK’s No1 vape liquid brand by unit sales, commanding a 40.6% SOM in Convenience and a 22.3% share of the total market*. Available in over 18,000 UK distribution points, with 19% YOY unit growth and 17/25 top SKU’s in Convenience, our domestic success is now being translated globally as the brand begins operations in multiple countries around the world along with its own dedicated e-commerce platform.
Committed to quality, safety and service, all EDGE products are produced to pharmaceutical standards and contain 98.81% less harmful chemicals than cigarettes. Extensive research and development in conjunction with our own analytical testing capabilities allow us to deliver apex quality e-liquids and patented hardware solutions to suit all customer needs. From our award-winning core offering of 50/50 e-liquids to our zero Nicotine short-fill range and revolutionary hardware such as PRO & HYBRID, EDGE provides retailers with a complete category solution. With substantial support from our dedicated sales team and a full suite of marketing and PoS materials, we give our retailers the power to invest with complete confidence, delivering fully compliant, premium quality products every time.
*Nielsen ( Sept, 2020)
How is the vaping market performing?
The vaping market continues to go from strength to strength, with 3.6 million UK vapers generating a market value of £1.1 billion – bigger than bottled water (£507 million) or snack bars (£633 million). The market has experienced 10% YOY growth, divided between multiple channels. Vape stores comprise a 45% share of this valued at £469 million with 1% growth. Following closely is traditional retail with a 35% share valued at £385 million but with a significant 31% growth rate that suggests this channel will continue to grow in value exponentially into 2021, with Online Retail demonstrating 12% growth with a 20% market share valued at £220 million*.
*E-cig Intelligence (Aug, 2020) The Grocer (July, 2020) Kantar (July, 2020)
What trends are driving the market?
Pod Systems continue to dominate the vaping hardware landscape with a 44% category split, outperforming disposables (10%), basic open systems (29%) and advanced open systems (17%) by a significant margin. In fact, the pod market share has been valued at £482 million – over £100 million more than the next leading category*. The convenience of pod systems is resonating with the contemporary NGP consumer; ample response from retailers to engage with this aspect of the market will undoubtedly drive revenue into 2021. EDGE Vaping continues to dominate the market as the biggest brand in Total Impulse – a channel which is growing quicker than Grocery Multiples.
* Nielsen (Sept, 2020)
How can retailers maximise sales of your products?
Drive visibility by using eye-catching display units. EDGE can provide retailers with a highly versatile countertop solution. Our modular display cube, which can be stacked depending on space is capable of housing up to 10 SRP’s. Interchangeable inserts allow for new ranges and promotions to be easily integrated, while secure rear-facing access grants practicality and functionality.
Boost sales potential by utilizing a variety of PoS materials where possible such as posters, floor vinyl’s, counter mats, window stickers & shelf wobblers to catch the eye of the consumer and maximise brand impact at the point of sale.
Increase customer retention by regularly monitoring stock levels & ensuring that best sellers are always replenished. Ensure your range is supported with a strong selection of e-liquids in varying flavours & strengths. Vapers come in all shapes and sizes, so we also recommend stocking at least one open system device such as the EDGE Pro and one closed pod system device such as the EDGE Go; this way you can cater to all needs and personal tastes in-line with current market trends.
Be mindful of seasonal spikes around Vapril, Stoptober and New Year. Following the Menthol Ban, Menthol cigarette smokers will still be looking for the next best alternative – EDGE’s 50/50 e-liquid in Very Menthol 6mg was named the number 1 best seller out of the top 100 best-selling vape products in the market (Based on Independent Retail News).
Invest in staff training so that your employees have – at the very least – a basic understanding of the category and are well-informed on new products & their USP’s. Consumers who are new to vaping will often ask for advice on what products to buy so it’s important that staff are knowledgeable on the different product types and how they work.
Tell us about the launch of the new EDGE Hybrid. Why launch a filtered vape device?
Born of consumer demand, EDGE HYBRID bridges a significant gap in the market; offering smokers and vapers a collective solution by bringing together the best elements of vaping alongside a familiar filter tip to deliver a revolutionary user experience.
According to research, 60% of smokers want to quit but 37% of those who have tried vaping dislike the hard, unfamiliar mouthpiece with others criticising the mess involved when switching coils or flavours*. As the first filtered vape device, the HYBRID features a soft microfiber filter tip that provides a unique draw resistance; designed to mimic the sensation of smoking without the harmful effects of heating or burning tobacco.
Each filter tip contains a crush-ball to infuse your chosen pod flavour with an additional burst of menthol – perfect for those seeking a like-for-like alternative following this years’ menthol ban.
Complete with a premium rubber-oil finish, the sleek and compact exterior is the ultimate harmony of form and function. The button-free interface and smart LED display grants users with enhanced control over their vaping experience, while the robust 830mAh battery can be charged in under 2 hours, with enough power to sustain all-day-vaping.
*YouGov (Jan, 2020).
How many variants and flavours are there in the range? What price points will they retail at?
Designed to be leak free, Hybrid pods are uniquely sculpted with ergonomic wings for effortless maintenance, allowing the user to switch flavours in seconds. Available in 3 of our best-selling flavours – Menthol, Tobacco & Blackcurrant – HYBRID pods come in both 12mg and 18mg.
The HYBRID device can be bought as a starter kit which contains 3 pod flavours and 9 crush-ball filters with an RRP of £25. Refill packs of 1 pod and 3 filters are also available with an RRP of £3.50 for a single pack, or £14.50 for a 5-unit value pack.
Where will the range be available?
As with all EDGE products, HYBRID is available to buy online via edgevaping.com or through our network of 18K distribution points.
How will you be supporting the launch?
We will be running several campaigns for HYBRID ranging from online and printed promotion. Retailers will have access to dedicated modular display units and a whole host of educational and PoS materials allowing consumers to engage with the product and ultimately drive revenue for stockists. Range expansion is already underway to keep the offering fresh and relevant to consumer trends with an intent to maximise the success of all involved.