Imperial Targets Myblu Duty Free And Travel Retail Launch

Source from:  TRBusiness 05/15/2018

Imperial Tobacco is focusing on tobacco-free alternatives as opposed to smoke-free variants as it looks to launch myblu vaping products in DF&TR.

The myblu starter kit is among the products being shown to potential customers in the channel.

It comes complete with one myblu device, a tobacco liquid pod and USB charger.

One-click liquid pods enable users to switch flavours in seconds and the battery is fully charged in just 20 minutes. Available flavours include Blue Ice, Bourbon Caramel, Cherry Crush and Green Apple.

Imperial Tobacco Director Corporate Affairs and Compliance Jennifer Cords told TRBusiness: “These are liquids that vaporise so it is a vaporising product.

“The smoke from it is not from combustible tobacco but the liquid that is being vaped. This is not a product where tobacco leaves are involved.

TESTING STAGE

“We are currently testing ground and previewing these tobacco-free products, some of which have nicotine and others don’t.”

She added: “We have a lot of experience with these products from domestic markets in the US or UK, for example, but we work in duty free which is different from the domestic market. I do not want to copy and paste what the domestic market is doing. I want to make it fit perfectly to the international traveller.”

One positive for Imperial Tobacco is that DF&TR customers are already asking for myblu products. Cords commented: “We tell them they are present in certain domestic markets like the US and UK but make it clear we are looking into the perfect fit for international travellers.”

Reflecting on overall DF&TR performance in 2017 and casting an eye on the future, Cords remarked: “Overall, last year was good and we continue to see growth because more and more people have access to travelling.

“The rise of the middle class in some countries leads to first time travellers. We need to ensure the point of sale communication works well.”

Dealing with first time travellers is a challenge, according to Cords, “but that is where the growth comes from. It is, therefore, important to have international packaging, for example, which people can understand.

“It is vital to ensure the needs of travellers are met and not the needs of the domestic market. Sometimes, a launch would be quicker if we copied what domestic markets are doing, but that is the wrong way of doing things.”  Enditem