JTI has announced the launch of a new value e-liquid range under its Logic brand.

Rolling out from March and exclusive to independent retailers via wholesale for the first three months, the Logic EPIQ range joins the Logic vaping portfolio.

With over half of e-liquid sales in the independent and symbol channel selling for less than £3, the range is intended to tap in to growing consumer demand for value e-liquids.

With an RRP of £2.50 and available in price-marked packs, Logic EPIQ will be available in two different strengths and eight flavours, reflecting the UK’s most popular vaping flavours; fruit (41%) followed by menthol (29%) and then tobacco (19%).

Nick Geens, head of reduced risk products at JTI UK, commented: “The vaping category in traditional retail continues to boom, with 14% growth in the last year alone, and we are committed to helping retailers maximise profits with innovative new products to meet consumer demand.

“The Logic EPIQ range combines a value price point with trusted quality from a well-known brand. Offering the highest profit margin in the entire Logic range, we’re confident it will help retailers drive sales in the growing category.”

To support the launch JTI will be investing in a full trade advertising campaign and point of sale materials, such as an introductory offer of £45 for a fully-stocked counter display unit, as well as support from over 200 JTI sales representatives.

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