A disposable vape manufacturer is 'fully committed' in its promise to stop selling bright coloured products that could attract children.
The number of children using vapes has tripled over the past three years, according to figures from UK charity Action on Smoking and Health.
This comes after the government said it wants to crack down on the marketing of vapes to young people as 20.5 percent of those aged between 11 and 17 have tried vaping in 2023.
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Last week, Health Secretary Steve Barclay said coloured vapes 'look like sweets' ahead of the Government's eight-week consultation on vaping and best practice.
Sandy Chadha, the chief executive of disposable vape manufacturer Supreme has said the company is 'fully committed to eradicating underage vaping'.
The manufacturer has promised that products, such as disposable vapes and liquids will have plain packaging in the future.
Supreme - whose products are in B&M Bargains, Home Bargains and Poundland - plan to make packaging 'plain black, white or grey'.
Their Peach Dream flavour will be become Peach, and Sweet Strawberry will become Strawberry, to 'reduce the shelf appeal for underage vapers'.
Mr Chadha added: “Whilst we believe flavoured vapes are a critical part of many ex-smokers ‘quitting journey’ as they seek to replace that tobacco taste for something more palatable, we are also desperate to ensure that those flavours do not spark any interest in younger people.
“We are fully supportive of any further legislation in the sector and believe it is the right thing to do to begin to transition our business by removing or changing anything from within our product set that could be deemed compromising.
“As government guidance evolves, we may seek to re-assess this approach.”
Back in March, a Department of Health and Social Care spokesperson told LADbible: "Smoking kills, so our priority is to prevent people smoking, and supporting them to quit.
"The government remains committed to our ambition to be smoke-free by 2030.
"However, while vaping is a preferable alternative to smoking for adults, we are concerned about the rise in youth vaping, particularly the increasing use of disposable vaping products.
"We are exploring a range of measures to address this – including clamping down on children accessing vapes illegally, and those who are getting them hooked on nicotine.
"It’s right for the government to do all it can to protect children from addiction."
LADbible has contacted Supreme for additional comment.
Anish Vij