Tag: Elf Bar

  • Elfbar and Lost Mary Create Advisory Board

    Elfbar and Lost Mary Create Advisory Board

    Image: Mariakray

    Elfbar and Lost Mary have created a board in the U.K. to provide strategic advice for the brands.

    Board members are from across relevant disciplines in the U.K. with senior-level experience, including in the national and local government, the medical profession and law enforcement.

    The newly formed advisory board also serves Heaven Gifts, the company that manages Elfbar and Lost Mary.

    “The creation of this advisory board marks a milestone in the global operations of Elfbar and Lost Mary. This aligns with our long-term commitment as the responsible market leader for the vaping sector worldwide, and our exploration of the smoking cessation role vaping products play,” said Heaven Gifts Global Vice-President Victor Xiao in a statement.

    “This board further signals our intent to address concerns around, for example, youth vaping, the environmental impact, and illicit trade. Starting in the U.K., we are looking to bring this mechanism to more global markets, particularly those in Europe.”

    Members of the advisory board include Steve Bennett, former director of investigations at the National Crime Agency; George Eustice, former member of parliament and secretary of state for the department of environment, food and rural affairs; Susie Kemp, former CEO of Swindon Borough council and deputy chief executive of Surrey county council; Lord Porter, former council leader and chair of the Local Government Association; Sairah Salim-Sartoni, a health psychologist with extensive experience in smoking cessation and tobacco harm reduction; and Lord Walney, a former member of parliament and special advisor to Prime Minister Gordon Brown and Business Secretary Lord Hutton.

  • Retailers Fined for Selling Elf Bar

    Retailers Fined for Selling Elf Bar

    Photo: Gevorg Simonyan

    The U.S. Food and Drug Administration  is seeking civil money penalties (CMPs) from nine brick-and-mortar retailers and one online retailer for selling Elf Bar products.

    The FDA previously issued warning letters to these retailers for selling unauthorized tobacco products. However, follow-up inspections revealed that the retailers had failed to correct the violations.

    The agency is now seeking a CMP of $20,678 from each retailer.

    “The $20,678 CMP sought from each retailer is consistent with similar CMPs sought against retailers for the sale of unauthorized Elf Bar products over the last few months, including February and April of this year,” the FDA stated.

    The retailers can pay the penalty, enter into a settlement agreement, request an extension to respond or request a hearing. Retailers that do not take action within 30 days after receiving a complaint risk a default order imposing the full penalty amount.

  • Retailers Warned Over Unauthorized Vapes

    Retailers Warned Over Unauthorized Vapes

    Photo: Ljupco Smokovski

    The U.S. Food and Drug Administration has warned 61 brick-and-mortar retailers for selling unauthorized e-cigarette products. The offending businesses received warning letters citing the sale of disposable vapes marketed under the Elf Bar/EB Design and Lava brand names.

    Findings from the 2023 National Youth Tobacco Survey found that more than 50 percent of youth who use e-cigarettes reported using the brand Elf Bar; in 2023, the manufacturer of Elf Bar began marketing the product under the name “EB Design.” In addition, the brand Lava was identified as popular or youth-appealing by the agency following review of retail sales data and emerging internal data from a survey among youth. 

    The retailers have 15 working days to respond with the steps they will take to correct the violation and to prevent future violations. Failure to promptly correct the violations, the FDA warned, can result in additional actions such as an injunction, seizure and/or civil money penalties.

  • Penalties for Unauthorized Elf Bars

    Penalties for Unauthorized Elf Bars

    Photo: mehaniq41

    On Feb. 26, the U.S. Food and Drug Administration announced the filing of complaints for civil money penalties (CMPs) against 20 brick-and-mortar retailers for the sale of unauthorized Elf Bar e-cigarettes. The FDA previously issued each retailer a warning letter relating to their sale of unauthorized e-cigarettes. However, follow-up inspections revealed that the retailers had failed to correct the violations, and the agency is now seeking the maximum penalty amount of $20,678 for a single violation from each retailer.

    Including these complaints, the FDA has filed more than 100 CMP complaints against retailers for the illegal sale of Elf Bar e-cigarettes. Data indicate these products are appealing to youth. According to the 2023 National Youth Tobacco Survey, Elf Bar was the most commonly used brand among U.S. youth e-cigarette users; among middle and high school students who reported using e-cigarettes in the past 30 days, more than half said they used Elf Bar products during that period.

    “These retailers have not adequately addressed the violations noted in previous warnings from FDA regarding the sale of unauthorized e-cigarettes,” said Brian King, director of the FDA’s Center for Tobacco Products. “Their continued failure to comply with the law is inexcusable, and as is evidenced by today’s actions, we’re committed to holding them accountable for it.”

    As of Feb. 15, the FDA has issued more than 440 warning letters to and filed 100 CMP actions against retailers, including brick-and-mortar and online retailers, for selling unauthorized tobacco products. In addition to actions involving retailers, the FDA has issued more than 660 warning letters to manufacturers, importers and distributors for illegally selling and/or distributing unauthorized new tobacco products, including e-cigarettes. The agency has also filed CMP complaints against 50 e-cigarette firms for manufacturing unauthorized products and sought injunctions in coordination with the U.S. Department of Justice against seven manufacturers of unauthorized e-cigarette products.

  • Elf Bar Removing Some Flavors from U.K.

    Elf Bar Removing Some Flavors from U.K.

    Image: Tobacco Reporter archive

    Vaping brands Elf Bar and Lost Mary will remove dessert, candy and soft drink flavored disposable vapor products from the U.K. market, according to Vaping360.

    The brands make up more than half of the U.K.’s disposable vape sales, according to data firm NielsenIQ. They are owned by the Chinese firm Shenzhen iMiracle Technology, and it is unclear if the Chinese company will remove these flavors from other markets.

    Elf Bar has already ended U.K. sales of Bubble Gum and Cotton Candy flavors and renamed Gummy Bear “Gami,” according to the BBC.

    The decision is meant to help curb claims that the popular vapes are marketed to youth following a panic over youth vaping that has seen an uptick in the past couple years.

    Prime Minister Rishi Sunak proposed changes to the vaping laws in October. There is currently a public consultation to determine what actions to take.

    “The introduction of such a regime would mitigate children’s access to vapes and make it easier for the authorities to regulate the sale of vaping devices better. Furthermore, we believe it would help combat the growing illicit vape market and drive increased rates of vape recycling,” an Elf Bar spokesman said.

    Clive Bates of The Counterfactual questioned whether the move would silence the company’s critics. “Their detractors will take it as an in-principle admission of culpability and then build outward from that principle,” he said.

  • Supreme Shares Soar After Elf Bar Agreement

    Supreme Shares Soar After Elf Bar Agreement

    Image: Tobacco Reporter archive

    Shares in the U.K. vaping company Supreme rose 5 percent after the company announced it is now the “master distributor” for two leading U.K. vaping brands—Elf Bar and Lost Mary, reports City AM.

    The London-listed company expects the partnership to generate revenues of £25 million ($36.06 million) to £30 million over the next fiscal year ending March 2024.

    The news comes amid a political crackdown on vape products—especially for those underage.

    Sandy Chadha, CEO of Supreme, said the agreement will allow the group to “fully leverage its unique technical, regulatory, compliance and quality assurance capabilities within the vaping sector.”

    “We have seen a hugely positive response from both established and new retailers who view Supreme as an ideal partner to supply these products across the U.K.,” Chadha added.

    Supreme says its strong market presence, distribution network and compliance capabilities provide Elf Bar and Lost Mary with a “ready-made blueprint” distribution strategy.

    The company will report sales of the newly added brands separately from its existing vaping category, which includes Supreme’s proprietary 88Vape brand.

    Supreme nearly doubled revenues to £76.1 million this year, while posting an £8.6 million increase in gross profit.

  • FDA Issues Warning Letters to 189 Retailers

    FDA Issues Warning Letters to 189 Retailers

    Credit: Monticello

    The U.S. Food and Drug Administration issued warning letters to 189 retailers for selling unauthorized products, specifically Elf Bar and Esco Bars, according to a press release.

    “The FDA is prepared to use all of its authorities to ensure these and other illegal and youth-appealing products stay out of the hands of kids,” said FDA Commissioner Robert M. Califf. “We are committed to a multipronged approach using regulation, compliance and enforcement action and education to protect our nation’s youth.”

    The warning letters were the result of a nationwide retailer inspection blitz over the past several weeks, according to the FDA.

    “All players in the supply chain—including retailers—have a role in keeping illegal e-cigarettes off the shelves,” said Brian King, director of the FDA’s Center for Tobacco Products. “This latest blitz should be a wake-up call for retailers of Elf Bar and Esco Bars products nationwide. If they’re waiting for a personal invitation to comply with the law, they might just get it in the form of a warning letter or other action from the FDA.”

    Elf Bar and Esco Bar products do not have the required marketing authorization from the FDA. The FDA has authorized 23 tobacco-flavored e-cigarette products and devices to date. The distribution and sale of unlawfully marketed products is subject to compliance and enforcement action.

    As of June 16, the FDA has issued more than 570 warning letters to firms for manufacturing, selling and/or distributing illegal tobacco products, including e-cigarettes, and filed civil money penalty complaints against 12 e-cigarette manufacturers.

  • Elf Bar Avoids Recall Notice

    Elf Bar Avoids Recall Notice

    Image: Veranika | Adobe Stock

    Authorities are satisfied with Elf Bar’s response to the controversy over the company’s products that did not meet legal requirements, reports ECigIntelligence, and there was no need for a mandatory recall.

    Elf Bar worked quickly to recall the product with retailers, and the company has confirmed that it was not subject to any formal recall or withdrawal notice issued by regulators.

    The products in question cannot be legally sold, however.

  • Elf Bar Comments on E-Liquid Controversy

    Elf Bar Comments on E-Liquid Controversy

    Image: carmenbobo | Adobe Stock

    After U.K. retailers announced they would remove Elf Bar 600 products from shelves due to illegal levels of e-liquid, Elf Bar called a meeting with the Medicines and Healthcare products Regulatory Agency (MHRA). Elf Bar subsequently released a statement regarding the controversy.

    “Recent press reports alleged questions around the compliance of the Elf Bar 600 on the U.K. market,” a company press release stated. “Subsequent to these allegations, we immediately initiated a full investigation of the Elf Bar 600 in the U.K. market and have found that some products exceeded the permitted e-liquid fill level. Although this issue means the products are not compliant in full with U.K. regulations, we did not find any issues with nicotine strength or anything that might mean the products’ safety is compromised in any way.

    “MHRA indicated that their recommendation is for the product to be withdrawn from the market.

    “We agree with this recommendation and will voluntarily carry out a withdrawal of noncompliant Elf Bar 600s from the U.K. market. We will be assisted in ensuring the withdrawal is carried out effectively, and without causing any unnecessary market disruption, by a Trading Standards Primary Authority. We will update all of our distribution and retail partners when we have agreed how this corrective action will be enacted.

    “Although the investigation and definition of corrective actions for the Elf Bar 600 has been undertaking, we have also committed to investigate all other vape products that we export to the U.K. We will take any actions we deem to be required to ensure compliance across our entire product set.”

    Elf Bar was joined by the U.K. Vaping Industry Association (UKVIA) and the IBVTA in the meeting.

    “Although Elf Bar is not a member of the UKVIA, as the industry’s lead trade association, it was key that we were present at such a critical meeting to represent the interests of all businesses in the sector impacted by this highly regrettable situation,” the UKVIA said in a statement. “The decision by Elf Bar to voluntarily withdraw its noncompliant products, recently highlighted in the media, is absolutely the right one.

    “If the industry is going to be accepted as playing a leading role in helping Britain achieve its smoke-free targets, it has to demonstrate the highest levels of compliance, standards and responsibility, which the UKVIA expects.”

  • Elf Bar Exceeds Legal U.K. E-Liquid Volumes

    Elf Bar 600 products have been pulled from shelves in multiple U.K. stores after it was discovered that the products contained e-liquid volumes at levels at least 50 percent higher than what is legal, reports The Daily Mail (the article states the liquids were over nicotine limits, but there is no evidence of that. The UK limits nicotine strength to no more than 20mg/ml).

    The company stated that it “inadvertently” broke the law and “wholeheartedly apologized.”

    Experts described the situation as “deeply disturbing” and warned of risk to youth, among which the products are very popular.

    Elf Bar, which launched in 2021, sells 2.5 million Elf Bar 600s in the U.K. every week, accounting for two in three of all disposable vapes sold.

    The legal limit on e-liquid in vapes is 2 mL, but tests commissioned by the Mail on three flavors of Elf Bar 600s found volume levels between 3 mL and 3.2 mL.

    Mark Oates, director of consumer advocacy group We Vape, said, “The Mail’s findings on Elf Bars are deeply worrying, and it is clear there have been failings on multiple levels.

    “Not only are the levels of e-liquid too high, but checks to make sure these guidelines are adhered to either haven’t occurred or are insufficient. Anyone supplying vapes in the U.K. market should be following the legislation.

    “It is incredibly frustrating when major players in this sector appear to behave in a way that damages the reputation of something as beneficial as vaping, and we expect the matter to be fully investigated by the Medicines and Healthcare products Regulatory Agency (MHRA).”