FEELM, the subsidiary of the world’s largest atomization technology company, Smoore, exhibited two innovations that have been developed to “raise product performance” across the disposable vape category during an industry event in Dubai.
The FEELM Max’s ceramic coil and Topower battery technology were created as part of a targeted effort to ‘level up the single-use sector’ and enhance consumer experience, according to a press release.
The pioneering advancements both earned attention from the industry and are already appearing in devices from globally recognized brands.
FEELM says each was designed to address a “pain point” of the industry.
FEELM Max’s ceramic coil has done away with super-absorbent cotton to reduce the amount of e-liquid that goes to waste and increase the puff count of TRPR- and TPD-compliant 2ml disposables in the UK by as much as 30 percent – a rise from 600 to at least 800 puffs.
It also reduces impurities by 78 percent during the heating process, produces air particles that are 55 percent smaller than mainstream solutions and uses a “constant power engine” that provides a vapor consistency of 95 percent and a 35 percent improvement in taste consistency.
The second notable innovation is FEELM’s Topower battery technology. This breakthrough increases the endurance of large e-liquid capacity vapes and can provide over 6,000 puffs without needing to recharge, which allows consumers to get rid of the hassle of charging.
Further, the compact power solution – which offers 30 percent more capacity – delivers a consistent output which FEELM says will counter the common issue of flavor reduction caused by voltage drop.
Topower also promises a longer shelf life, with 1 percent power attenuation over six months and 3 percent power attenuation over a year. This advancement effectively avoids the burning taste and assures a strong consistency of flavor.
Speaking on the developments, Rex Zhang, assistant president at FEELM, said the company prides itself on being the brand behind the brands and its technology has become to vaping what Intel Core processors are to laptops.
“We aim to elevate the disposable category to a whole new level through innovation– our ceramic coils and Topower battery solution represent two significant successes on this front,” he said, adding that technology will be a “critical metric” on which to measure the winners and losers of the industry moving forward. “The vape category is fuelled by the desire to help adult smokers switch away from cigarettes – but it is built on innovation.”
The innovative new disposable vaping system FEELM Max was launched during the UK Vaper Expo in Birmingham on May 13.
The FEELM Max is now available in the UK and EU markets. The event was attended by many top-level e-cigarette industry representatives and FEELM clients, including BAT, RELX International, Totally Wicked and KIWI.
A subsidiary of Smoore Technology, the world’s largest vaping company, FEELM says the FEELM Max brings three major breakthroughs to vaping, including the advanced heating technology of the Ceramic Coil S1, a constant power control system and “mindful design,” according to a press release.
“The FEELM Max uses the new Ceramic Coil S1, which is designed to deliver a superior vaping experience” and offers an increased puff count that sets a new benchmark in the market, according to the release.
Johnny Zhang, assistant president at FEELM
“Benefitting from its cotton-free design and the resulting improvement of e-liquid utilization, the FEELM Max is able to boost puff count by more than 30 percent compared to cotton coil disposable solutions, providing 800 more puffs and setting a new benchmark for 2ml (e-liquid volumes),” said Johnny Zhang, assistant president at FEELM. “This innovation allows products using the FEELM Ceramic Coil S1 to offer increased puff counts while remaining totally compliant with all local regulations.”
Additionally, the new S1 coil decreases the number of impurities created in the heating process by 78 percent, resulting “in fresher breath and no unpleasant aftertaste.”
The new system also has several technological innovations. The FEELM Max solution uses a constant power energy management system for stable vaping. This technology improves taste consistency by 35 percent, which further enhances the user experience, according to the release.
FEELM Max products have a transparent e-liquid tank for both aesthetics and user convenience that allows consumers to easily see how much e-liquid is left in the device.
The first industrial whole-chain recycling program was also introduced by FEELM during the UK event. Collaborating with RELX International in the UK, FEELM has “taken the responsibility for implementing a scheme that will facilitate vape recycling to a fuller extent, thereby minimizing the environmental impact.”
Bing Du, the CEO and founder of RELX International stated at the event: “Thanks to the groundbreaking technology of FEELM Max, and driven by our legendary partnership with FEELM, RELX International is on course to revolutionize the vaping experience across the globe.”
The company’s commitment to making recycling more accessible demonstrates its dedication to environmental sustainability, according to the release. As the initiative gains traction, it could serve as a model for other industries looking to implement eco-friendly practices and engage adult customers in sustainability efforts.
FEELM intends to continue pushing the boundaries of what’s possible in vaping technology, while keeping its commitment to sustainability and compliance at the heart of its operations, according to the release. “The company’s mission to shape a better vaping industry, not only for today but for generations to come, remains stronger than ever,” Zhang said.
FEELM, the flagship atomization technology brand for Smoore International, the world’s largest vaping company, commended the U.K. Government for the country’s tobacco harm reduction strategy. The U.K.’s vaping outlook centers around the use of vaping as a tool for smoking cessation, and encouraging existing smokers to transition to a less harmful alternative.
Andrew Lewer, Delon Human and Echo Liu
During a breakfast event before the virtual IN FOCUS seminar, an annual half-day event organized by the Global Tobacco and Nicotine Forum (GTNF) that focuses on harm reduction, FEELM representatives spoke in central London alongside Andrew Lewer MBE MP, the vice chair of the U.K. Parliament’s All-Party Parliamentary Group for Vaping, as well as Delon Human, the president of Health Diplomats and a former Secretary-General of the World Medical Association.
The conversations centered on the theme of addressing tobacco harm reduction, and how best to support smokers to transition to reduced-risk products, including vapes, heat-not-burn products, and oral nicotine.
“We welcome the UK Government’s ongoing recognition of the potential that vaping has to achieve its ambitions for a smoke-free future, and we are committed to working with regulators and the wider industry to address the key challenges the sector faces,” said Echo Liu, FEELM’s European Division director. “Our vaping solutions have been widely adopted in more than fifty markets – including the UK, France, and Germany – and these are helping millions of smokers to improve their health by switching to vaping.”
FEELM’s disposable ceramic coil technologies have already been launched in major markets such as France, the U.K. and Belgium, and will soon be available in other key markets, according to a press release.
“The FEELM MAX solution, which offers more puffs, greater taste consistency, and a fully visible e-liquid measure, is the best disposable available which ensures regulatory compliance,” the release states. “FEELM will be launching its FEELM MAX at the Birmingham Vaper Expo on May 13.”
The international ESG rating agency Sustainalytics awarded Smoore International Holdings Limited, parent to the FEELM and Vaporesso brands, the top position among global electronic atomization companies.
“Smoore’s outstanding performance in corporate governance, business ethics, supply chain, environmental management, and carbon emissions contributed to its leading position in the global electronic atomization industry,” a release states. “Its ESG score improved from 27.9 to 24.6 (the lower the Sustainalytics score, the better the performance), reflecting the industry and global recognition of Smoore’s accomplishments in sustainable development.”
Sustainalytics is an independent ESG research, rating, and data company with 25 years of expertise in ESG and corporate governance research and analysis, covering an estimated 15,000 companies globally.
Smoore consistently ranks first among global electronic atomization companies in the ESG ratings published by MSCI, the world’s largest index company.
Last year, Smoore declared that it was the first in the industry to launch a carbon neutrality plan, aiming to achieve operational carbon neutrality by 2050 and source 30 percent of its energy consumption from renewable sources by 2030.
Smoore is the manufacturer of several vaping products that have survived strict government scrutiny.
By Timothy S. Donahue
The U.S. premarket tobacco product application (PMTA) process is one of the world’s most rigorous regulatory pathways to market for nicotine products. Out of nearly 7 million applications, only 23 e-cigarette-style products have been approved for marketing by the Food and Drug Administration. Most of the approved products have been manufactured by a single company.
Smoore International Holdings, through its subsidiary, Shenzhen Smoore Technology, manufactures the Njoy Ace, Njoy Daily, Logic Power and Logic Pro devices. The Njoy Ace is the most technologically advanced vaping product to receive marketing approval in the U.S. It is the first e-cigarette authorized by the FDA that is equipped with ceramic coils that are manufactured by FEELM, the atomization brand owned by Smoore Technology. The Ace marketing orders mark the first approval by the FDA of a pod-style vaping product.
Garnering the marketing orders required plenty of forethought and investment from Smoore. Based on PMTA requirements, Smoore established a comprehensive analytical testing and safety assessment system, including the vaping industry’s first corporate toxicology laboratory, which explores the health impacts of exposure to e-cigarette vapor by means of cytotoxicity tests. These test the reaction of living cells to different components of e-cigarette vapor. The company has also developed the third generation of in-house safety standards, Smoore 3.0, which covers all of the necessary PMTA tests, including testing for harmful and potentially harmful constituents.
In a conversation with Tobacco Reporter, FEELM Marketing Director Sofia Luo attributed the success of Smoore products in the regulatory process to the company’s detailed and lengthy research and development process, which includes a rigorous testing and safety assessment system.
“FEELM ceramic coils have more than seven years of research and development. It is the first black ceramic atomization coil that presents high harm reduction performance in the electronic atomization industry. It provides more flavor than a cotton coil,” Luo said. “’FEELM Inside’s technology has also been upgraded and optimized continuously since its debut. We believe that only innovation from bottom to top can lead to industry breakthroughs and allow us to provide outstanding products for our clients.”
Because of their innovative atomization technology, FEELM coils significantly increase Smoore clients’ chances of garnering an FDA marketing order and meeting China’s e-cigarette standard. Currently, the top four Chinese e-cigarette brands with the highest production quotas (amounting to 80 percent of the total) are partnered with the FEELM brand.
A quality coil is a much-needed component for generating flavor in vaping products. Looking at the current regulatory landscape, tobacco will likely remain the dominating flavor in both the U.S and China. Tobacco taste-only policies could also impact other regions. According to Luo, Smoore has upgraded its ceramic coils, which can be specifically tailored toward tobacco flavors.
“To comply with the Chinese national standard for e-cigs released this year, domestic brands use materials directly extracted from tobacco for e-liquid production, making it harder for coil manufacturers to produce a suitable device,” explains Luo. “We developed a comprehensive technology solution [that helps Smoore’s] Chinese and overseas clients to study [and develop new innovations] and produce better e-cigarette products. This continuous innovation is the foundation for the advancement of Smoore and the rapid development of the e-cigarette industry.”
Innovation is important for the industry. Smoore has been a frontrunner in innovation and has applied for 4,300 global patents. The company must also be diligent in protecting its intellectual property. Last October, Smoore filed a complaint under the U.S. Tariff Act accusing 38 American and Canadian companies and individuals of infringing on three of its patents and one of its trademarks. As of April 20, 17 of the 38 defendant companies had signed consent letters or settlement agreements.
To stay ahead in innovation, Smoore has recruited over 1,500 R&D experts, accounting for more than 40 percent of its total staff. The company has applied for more than 500 vaping-related heating patents. Recently, Smoore launched the FEELM Max, the world’s first ceramic coil disposable pod solution. The ceramic coil allows for a higher level of safety and harm reduction compared to previous devices.
Smoore presented its FEELM Max disposable technology solution at the Indonesia Electronic Atomization Exhibition (IECIE 2022), which took place at the Jakarta International Convention and Exhibition Center in late October. Speaking at the exhibition, Smoore Vice President Clayton Shen highlighted the importance of technological innovation in driving progress in the vaping industry.
During his presentation, Shen explained that the closed system is the fastest-growing category in the next-generation tobacco market and will claim a significant market share over time. According to Smoore, ceramic coils solve longstanding coil challenges such as leaking liquid and a burnt taste. FEELM’s ceramic coils, said Shen, are used by many of the leading vapor product manufacturers, such as Relx and Njoy.
Founded in 2009, Smoore was one of the first companies to join the e-cigarette industry and later became China’s first billion-dollar vapor company. Smoore International Holdings, parent to Shenzhen Smoore Technology, is also the first vapor company to be listed on the Stock Exchange of Hong Kong. Globally, Smoore is considered one of the most valuable vapor industry manufacturers. According to Frost and Sullivan, Smoore is No. 1 in the global vaping device market with a 22.8 percent market share in 2021.
Smoore is parent to Vaporesso and FEELM, two vaping brands that have gained global recognition for their innovative products. Vaporesso is an open system product brand created in 2015 and is “dedicated to establishing a smoke-free world while raising the quality of life for its users,” according to Luo. “Based on its continuous innovation, strict quality control and substantial commitment, Vaporesso creates products that can fit all levels and styles of vapers.”
FEELM is a closed system technology brand that has been devoted to providing comprehensive atomization technology for global tobacco giants and independent e-cigarette brands, according to Luo, adding that FEELM manufactures FEELM Inside and FEELM Air, the latest in closed pod systems, and FEELM Max, a disposable system.
“This year, FEELM has started to bring the advanced technology of ceramic coils to the field of disposable vapes, hoping to bring our consumers of disposable products the same atomizing experiences as a closed pod system. Compared to other disposable products, FEELM presents a better performance on safety and harm reduction,” Luo said. “Developing and upgrading atomization technology to better optimize the user experience has been a goal, and we wanted to support our clients in launching disposable vapes with ceramic coils in the global market rapidly. This has provided end consumers with more choices.”
When Smoore International announced its financial results for 2021, it reported annual revenues of rmb13.75 billion ($2.16 billion), representing a year-on-year increase of approximately 37.4 percent. The company credited its FEELM brand and its innovative vaping solutions for its growing success. “The driving force of the atomization industry is technological innovations, which brings fundamental breakthroughs in product safety and flavor reproduction,” said Smoore board chairman Chen Zhiping at the time.
In its effort to provide consumers more choices in harm reduction products, Smoore has now launched Metex, its heat-not-burn division. The company’s goal is to create a new heating technology R&D platform “that connects the present and the future, balancing the beauty of technology and life,” according to the Metex website. Metex aims to provide its business partners with one-stop supply chain solutions, from core heating technology research to product development and final production.
While Smoore began as an e-cigarette company, the company increasingly views itself as a technology company. Recently, it changed its email address from @smoorecig to @smooretech to better reflect the company’s growing goals. Luo said that changing the email suffix was a way to “better convey our technology” concept to the public, and at least 10 percent of the company’s profits every year are reinvested into its science and technology components, including Smoore’s 14 research institutes that the company has established around the world.
Smoore is growing rapidly. The company expects the e-cigarette market to continue growing at a significant stride over the next five years. Industry experts say product innovation, too, is going to continue at a rapid pace. Luo said that smoking alternatives are becoming increasingly popular worldwide as more consumers and governments realize the significance of e-cigarettes in supporting harm reduction. Improvements in the manufacturing process, she says, will help increase the options for consumers, and manufacturers will inevitably move from semiautomated production lines toward fully automated production lines.
“Regarding the technical development in the overall e-cigarette market, we believe that improving safety, taste optimization and improving the efficiency of nicotine delivery are the major trends in the future. We also are conducting in-depth research on these important technologies internally,” Luo said. “As for the device development trend, we believe that consumers prefer to purchase environmentally friendly and carbon-reducing products as we move toward the future. Consumers need more diversified choices.”
Smoore’s new FEELM Max disposable pod line includes products featuring concepts that help minimize environmental concerns, according to the company. FEELM also published its Carbon Neutral Plan, and the company is committed to implementing increasingly high sustainability standards into its business strategy. “We are moving toward carbon neutrality,” Luo said. “It’s part of [our] strategic plan moving forward.”
With atomization technology being the foundation for Smoore, the company is looking toward more diversification over the next five years and growing outside the vaping industry. Luo said that the company is increasing its research and development investments for atomization improvements in the medical and beauty/cosmetics industries, for example.
“In addition to vaping products, Smoore is committed to integrating atomization technology into more industries, distributing these technologies to other industries,” Luo said. “Our medical atomization and beauty atomization products are now being tested. After their launch, they will broaden the business categories of Smoore and increase the scope of our clients. We are very excited about enhancing our future development through multiple driving incentives and wider roads. And we firmly believe that atomization makes life better.”
Environmentally safer vapes are becoming popular as concerns over e-waste from vaping products grows. FEELM, the atomization technology platform belonging to Smoore, the world’s largest vape manufacturer, announced its new sustainable product series will be called FUTURE.
“FUTURE has been well-received in recent vaping exhibitions across Europe, and it demonstrates FEELM’s commitment to providing an environmentally friendly vaping solution,” a press release states.
FEELM uses a “product as the package” design that integrates FUTURE’s body and packaging, and uses recyclable paper rather than plastic. The device itself mostly contains post-consumer recycled (PCR) material or bio-based materials instead of its traditional counterparts This reducing plastic use by 60 percent and carbon emissions by 52 percent to 58 percent, according to FEELM.
FUTURE is designed to be disassembled and recycled with ease. Users can separate the internal components of the device, such as the battery core, plastic, and e-liquid tank, and recycle them separately, according to Totom Lu,director of FEELM’s design team.
“The series is our latest sustainable design concept, aiming to make it easier for consumers to dismantle and dispose of products responsibly, whilst solving the environmental problems caused by littering,” said Lu.
Environmental responsibility has become an industry priority in recent years. A study by Material Focus has shown that as many as 1.3 million devices using up to 10 tons of lithium are discarded each week. This is the equivalent to the battery use of 1,200 electric cars, according to Material Focus.
“Creating a solution to this is therefore vital, particularly as battery disposal regulations look set to change in the coming years,” the release states. “In the EU for example, disposable vapes will need to have removable and interchangeable batteries by 2025 at the earliest, according to the recently approved draft battery regulation.”
FEELM states that countries need to improve the collection and recycling of electronic equipment, and to make it easier for consumers to properly dispose of their vapes, regardless of manufacturer or brand. It would welcome any initiative that could standardize the free collection of disposable vapes at the point of sale, as well as awareness initiatives to educate consumers on the importance of recycling their devices properly.
“FEELM’s ESG team conducted a full life cycle analysis (LCA) of disposable vapes and established a product carbon footprint analysis model to identify the major sources of carbon emissions relating to disposable vapes, allowing for further carbon reduction,” the release states.
FEELM recently won the “Best Innovation Award” and was commended in the “Sustainable Vaping Award” category at the UK Vaping Industry Association’s recent conference. Smoore has been ranked as the global leader in the vaping industry by Sustainalytics and the MSCI.
Smoore’s atomization technology platform, FEELM, won an award for innovation and was commended for its sustainability initiatives during the U.K. Vaping Industry Association’s (UKVIA) industry forum on Nov. 18.
The Best Innovation in the Vaping Industry award recognizes FEELM’s breakthrough technologies, including its ceramic coil disposable pod solution, FEELM Max.
Among other improvements, FEELM Max offers more puffs than other coil technologies with the same e-liquid volume. Its constant output control and flavor lock technologies ensure a high degree of flavor consistency while preventing dry burning. FEELM also established multiple laboratories to help clients comply with stringent industry regulations, including those issued by the U.S. Food and Drug Administration.
The UKVIA Sustainable Vaping commendation recognized FEELM’s accomplishments in sustainable advanced technologies, responsible marketing and environmental stewardship. In 2019, FEELM created a groundbreaking environmentally friendly disposable electronic atomization device, for example. This year, FEELM developed an environmentally friendly zero nicotine e-atomization device.
Recently, the company committed to achieving carbon neutrality by 2050, and its automated factory has adopted an energy management system to decrease carbon emissions while increasing energy efficiency.
“We are delighted to have won the innovation award and been commended in the sustainability category, and we are honored by the recognition the UKVIA has given us,” said FEELM Europe Division Director Echo Liu.
“A number of leading vaping brands are driven by FEELM, and our vaping devices loaded with our atomizer technology are now being exported to over 50 countries and regions.
“FEELM can only realize its corporate vision—’atomization makes life better’—by being sustainable and creating value for society. Every day we move a step closer to this goal by creating sustainable advanced technologies and products, using responsible marketing, and embracing a greener future.”
Smoore presented its Feelm Max disposable technology solution at the Indonesia Electronic Atomization Exhibition (IECIE2022), which took place at the Jakarta International Convention and Exhibition Center.
Speaking at the exhibition, Smoore Vice President Clayton Shen highlighted the importance of technological innovation in driving progress in the vaping industry.
Feelm Max features a ceramic coil technology that offers more puffs and consistent flavor, according to a company press release. It is currently sold in more than 10 countries, including the United States and the United Kingdom. Other features include a semi-translucence mouthpiece and to environmentally friendly packaging.
During his presentation of the Feelm Max, Clayton Shen explained that the closed system is the fastest growing category in the new tobacco market and will claim a significant market share in the long run.
According to Smoore, ceramic coils solve longstanding challenges such as liquid leakage and burnt taste, Ceramic coils, said Shen, are used by leading vapor product manufacturers, such as Reynolds Vapor Co., RELX and NJOY.
One of the most influential exhibition platforms for companies operating in the vaping sector, the IECIE covered an area of over 12,000 square meters in Jakarta, with over 100 exhibitors and more than 10,000 visitors.
In recent years, Southeast Asia has become a new industry hub by virtue of its population base and market development potential. Euromonitor expects the Southeast Asian vaping grow by 29 percent in 2023.
One of the largest and most influential e-cigarette brands now has its production license in China.
FEELM, the flagship atomization technology platform belonging to Smoore – the world’s largest vape manufacture, earned the e-cigarette production licenses after completing all the necessary requirements set out earlier this year by the Chinese government.
The license was obtained from China’s State Tobacco Monopoly Administration (STMA), the country’s top regulator of tobacco products.
In early 2022, China brought forward new national standards for electronic cigarettes, which required companies manufacturing vapor products to obtain a production license.
Three Smoore factories, two of which are licensed under the FEELM brand, have been granted production licenses, with FEELM also receiving official approval to produce e-cigarettes as its own entity, according to a press release.
Smoore welcomed China’s new policy framework, ensuring that all e-cigarette manufacturers operate in full compliance with the law.
“It is Smoore’s aim to continue to use science and technology as the driving force behind its business model, actively promoting the long-term sustainability of the industry and supporting its global client and customer base,” the release states.
FEELM’s products are already available in more than 50 countries around the world.
In 2022, FEELM launched its innovative disposable vaping device, FEELM Max, along with the world’s first ultra-thin vaping device, FEELM Air.
These new products will be available in the U.S., Europe, Africa and additional markets.
FEELM now has a total annual production capacity of two billion devices and also has the first fully automated production line in the vapor industry with the ability to produce more than 7,200 atomizers per hour.
“The high-quality production processes are centered on continual improvements to the customer’s vaping experience,” according to the release.
According to Frost & Sullivan, Smoore is the world’s largest vaping device manufacturer in terms of revenue, accounting for 22.8 percent of the total global market share in 2021.
Its global market share is bigger than the combined total of those companies listed from No.2 to No.5.
Less than 50 e-cigarette related companies, including retailers and manufacturers, have met the new restrictions and received licences from the authority so far, STMA’s website shows.
There are an estimated 1,500 companies involved in the vaping industry, according to calculations by the Electronic Cigarette Professional Committee of China Electronics Chamber of Commerce (ECCC) last year.
However, more licenses are expected to be issued in coming months as regulators work through a backlog of applications, according to news reports.
Smoore, the world’s largest vapor product manufacturer, today announced it has launched the first real-time monitoring research project on nicotine addiction.
In partnership with the Shenzhen Institute of Advanced Technology, Smoore’s new research project aims to explore how best to minimize the nicotine strength in vaping products and ultimately to bring it to below the levels that cause addiction.
The research will look at the secretion and metabolism of dopamine in animal brains, and will use this data to simulate the human brain when ingesting nicotine. As part of the project, the Shenzhen Neher Neural Plasticity Laboratory will conduct controlled trials by exposing subjects to the aerosol environments created by the atomization of Smoore’s Feelm vaping device and the aerosol environment created by combustible tobacco.
In addition providing a better understanding of nicotine absorption through different organs, the research will aid Smoore in improving the design of vape devices, including through changes to heating elements and atomizers, to enhance the vaping experience through increased efficiency of delivery.
“The atomization process between an e-cigarette and a combustible cigarette is very different, hence the physical and chemical properties derived from atomization and tobacco combustion also varies distinctively,” said Xiong Yuming, deputy dean of Smoore Shenzhen Fundamental Research Institute, in a statement.
“Focusing on the underlying mechanism of atomization and tobacco combustion, our research aims to explore nicotine delivery and absorption, so as to reduce the health impacts of these products.”
Supported by Southwest University in Chongqing, the researchers expected to release a stage report in the second half of 2022.
