Chill Brands Group PLC on Wednesday said its vape products will soon launch in retail stores, including WH Smith PLC travel locations, and it reported a trio of initiatives to help soothe regulatory scrutiny.

The CBD products company said it is in the process of fulfilling the ‘number of material purchase orders’ received in the fourth-quarter of 2023.

It added that its Chill ZERO nicotine-free vape products will launch in initial WH Smith travel locations this month, and it revealed Morrisons is the ‘top five’ UK supermarket it struck a purchase order with last month.

In addition, the product will be launched in Shell PLC, BP PLC and Esso-branded forecourts this month. Esso is owned by Exxon Mobil Corp.

Colorado, US-based Chill Brands added: ‘The products will also launch into Smoker Friendly stores in nine US states with in-store sampling activations. The company will further develop its distribution network of independent stores while continuing to service existing accounts, supporting sales rates with new point of sale displays, out-of-home advertising and other marketing campaigns.

‘Discussions are underway for the launch of Chill vapour products into select European markets and the company expects to make significant progress during the first half of the year.’

Chill Brands added that it has seen ‘significant retail demand’ for more Chill-branded vape products.

‘The company is therefore developing an expanded range of reusable and rechargeable products while establishing a rapid route-to-market plan for these range extensions,’ it said.

The company added it is taking ‘proactive steps’ in the face of some regulatory scrutiny in the vaping market. Chill Brands said it is ‘considering how to effectively balance the positive impact of vaping as a harm reduction tool with the need to protect children and the environment’.

It will participate in a recycling scheme, encouraging retailer to ‘facilitate the responsible disposal of vape products’.

It will also make compliance visits to retailers, focused on ensuring they are verifying the ages of those purchasing the vape products.

In addition, Chill Brands will make ‘conscious design and flavour choices’.

‘Chill products are solely intended for adult consumers and the company will continue to follow this strategy with all future launches. The company will not launch any products with inappropriate flavours (such as confectionary) or that feature design elements that reflect immature themes,’ it added.

‘The company will continue to engage with its partners, industry bodies, and regulatory authorities to help develop a responsible and conscientious vaping industry with a view to providing a genuine alternative to tobacco products.’

Shares in the company were 4.1% higher at 5.10 pence each in London on Wednesday morning.

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