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Case Study - Phoenix 2 Retail (Large UK Vape Distributor)


Customer Profile

Our client, Phoenix 2 Retail, is a large wholesaler and distributor of vaping products in the UK, based in the Northeast of England. They are Europe’s leading vape distributor with a multi-million-pound annual turnover and supply vape kits, e-liquids, pod devices, and disposable vapes to the major UK supermarkets and vape Point of Sale (PoS) displays in small convenience and vape stores. 

Phoenix 2 Retail’s Requirements

Our work initially focussed on product testing of disposable vape products to ensure the products they distribute comply with the UK Tobacco and Related Product Regulation (TRPR). Our relationship evolved into supporting Phoenix with testing all products entering their warehouses, helping them to act as a gatekeeper checking product compliance on behalf of the major UK supermarkets they supply. Phoenix had initially approached another service provider to create this compliance testing program; however, our team worked with them to refine and develop the program requirements to deliver a more robust service. We are now their key service provider, and strategic business partner in relation to ensuring compliance for all disposable vape products passing through their distribution network.  


Our Service Offering

We provide pre-market testing for disposable vape products entering the UK retail chain. Any vape brand introducing a new product must undergo a pre-market compliance testing process before it can be distributed via our client. We test nicotine concentration, fill volume, and screen for Diacetyl and Acetyl Propionyl (ingredients that should not be added to an e-liquid but are commonly used in other flavored consumer products). We also check the compliance of packaging, labelling, and the ingredient list.
In addition to the pre-market testing package, we conduct post-market testing for Phoenix 2 Retail’s products. All brands sold by Phoenix agree as part of their commercial contract that 25% of their products will be tested every quarter for nicotine concentration and fill volume on an ongoing basis. 

As the relationship with Phoenix 2 Retail has developed, our subject matter experts have accompanied their team to meetings with major retailers to emphasize the level of due diligence they have put in place to address non-compliance in the UK vape market.

Why Broughton

  • All elements of vape compliance testing can be delivered internally by Broughton.
  • Our laboratories are based in the UK and provide quick turnaround times, with the capability to expedite and fast-track the service when needed.
  • We use UKAS-accredited analytical methods for testing.
  • Our in-house team of highly experienced scientific and regulatory consultants is on hand to help if needed.
  • Phoenix appreciates our high-quality customer service and responsiveness to questions. 

Project Deliverables

Our scientists provide assurance through UKAS-accredited testing methods that the disposable vape products Phoenix supply to retailers are compliant with UK TRPR. Any areas of non-compliance are highlighted before products are distributed. Using bespoke reporting formats, Phoenix can easily upload the test data we generate to their systems. We either work directly with Phoenix themselves or with vape brands referred to us by Phoenix as the first step to establishing a commercial relationship and facilitating the distribution of their products in the UK. After testing the products at our laboratories, a vape brand receives a standard set of certificates they can share with Phoenix to demonstrate the compliance of their products with UK TRPR.

Key Learnings

We have tested an extensive range of vape products for Phoenix, meaning we can see trends and highlight potential future issues related to specific products or the sector as a whole. Furthermore, Phoenix has shared intelligence that has given us valuable product insights that we can use to further enhance our testing expertise and increase our insight into vape safety and quality in the UK. 

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We support our partners in accelerating next generation nicotine delivery products to market within their chosen regulatory framework to help make tobacco harm reduction a reality around the world and contribute to a smoke free future.  Learn more about our Nicotine Services here.