Ban Forces Chill Brands to Pivot From Disposables

Callum Sommerton, CEO of Chill Brands Group, told media outlets that his company is already pivoting towards a post-disposable product landscape after the UK government announced its plans to ban disposable vaping products.

Sommerton highlighted the company’s focus on compliance and innovation, emphasizing its development of a fully compliant, reusable pod system, which is being accelerated in response to the proposed regulations.

Sommerton also raised concerns about the potential unintended consequences of the ban, such as the growth of a black market for disposable vapes and a possible resurgence in tobacco use, in media reports. Citing studies and opinions from health and industry organizations, he argued for regulation over outright prohibition.

“The government’s ban, or proposed ban, I should say, is frustrating but not entirely surprising. We have prepared ourselves. At this stage, we don’t exactly know what the ban will specifically include or not include,” Sommerton said. “We can take a good guess at that, but this is, at the moment, policy and PR as opposed to draft legislation.

“So, we will have to wait and see. But that being said, regardless, we are already starting to, if we hadn’t already, pivot ourselves and position ourselves within the market for a post-disposables landscape, which we’re now sort of careering towards.”

The new rules are expected to provide retailers with a six-month moratorium once any prohibition occurs. Sommerton said there is a clear opportunity to bring to market a product that is compliant, reusable, rechargeable, and contains a degree of novelty.

“That novelty for us focuses on actually helping people quit nicotine and tobacco rather than just keeping them hooked in a cycle of addiction. We’ll be revealing much more about the products that we intend to place on the market in due course,” he said. “But beyond that, I do think this is a sort of watershed moment for the industry, albeit the government’s measures are likely to have the unintended consequence of supporting a black market in disposable vapes.

“In the legitimate market, I fully anticipate that we will see certain brands that are perhaps only interested in turning a quick buck and moving on, leaving the market, while those that are interested in longevity, building a business, and building a brand will stay in place.”