E-liquid ingredients and quality

Building consumer trust

We believe vape standards need to rise significantly across the industry – particularly in relation to e-liquids. Mandatory and undisputed product quality, safety and manufacturing standards will create a level playing field for all vape manufacturers, while helping to build consumer and regulator trust and confidence in the category. We urge governments and regulators to play a key role in ensuring this aspiration becomes a reality.

The development of our blu vape product portfolio is guided by comprehensive principles of design and quality, as well as strict manufacturing standards, and high quality ingredients and electronics. 

Our E-Liquid Ingredients

blu e-liquids contain the following components:

  • Active ingredient: Nicotine: we use pharmaceutical grade nicotine in all jurisdictions (either European Pharmacopeia (EP) or United States Pharmacopeia (USP)).
  • Excipients (Carriers): Propylene Glycol and Vegetable Glycerine (either EP or USP).

We encourage regulators and standards bodies to ensure all vape products meet similarly high standards with regards to e-liquid ingredients.

Risk Assessment of Ingredients

All our e-liquid ingredients undergo a risk assessment process. Our ingredients are carefully assessed by our in-house professional toxicologists who determine the suitability of the components for use in our vape products.

Products are assessed and approved for sale before manufacture by qualified Product Stewardship Toxicologists who are members of the Assessments Guidance and Permissions Group (AGP). The Product Stewardship and Health Group, comprising of senior scientists and legal representatives, endorse product risk assessment standards which are adhered to by the Assessments Guidance and Permissions Group (AGP). Product Stewardship Toxicologists are typically European registered toxicologists, members or fellows of reputable organizations including the Royal Society of Medicine, Royal Society of Biology and Society of Toxicology.

Ongoing Screening and Review

Our responsible stewardship assessment process for ingredient selection reflects our high internal quality standards. As a reliable manufacturer, we continuously review and align this approach.

Fontem Ventures excludes the following e-liquid ingredients from our blu portfolio in the EU:

  • Carcinogenic, mutagenic or reproductive toxicants (CMRs)
  • Respiratory sensitizers
  • Mineral and vegetable oils
  • Sugars and sweeteners
  • Medicinal substances, psychotropic drugs, anabolic steroids, narcotic drugs
  • Common allergens (as defined by the EU)
  • Metals
  • Specific ingredients including diacetyl, acetyl propionyl, ethylene glycol and vitamin E acetate

In the EU, all e-liquids must adhere to strict regulations. These include the type of ingredients that can be used in vape products, the maximum nicotine strength, the maximum amount of liquid per retail unit, and how products are labelled.

blu e-liquids are always blended and filled in a clean-room environment.


Robust ingredient standards and quality requirements boost consumer trust. Regulators concerned with the success of the category should support such measures. To guarantee a level playing field amongst vape product manufacturers, we suggest standards bodies develop and implement quality requirements for e-liquid ingredients. Compliance with such standards and quality requirements should be mandatory, strictly enforced and not left to manufacturers to voluntarily implement.

As part of our duty of care, we ensure that we adhere to all market requirements for e-liquid ingredients lists. It is our view that all manufacturers selling e-liquids should be held to the same high standard.

blu was founded in the USA in 2009 and is one of the original e-cigarette brands. It was acquired by Fontem Ventures in 2015. As one of the world’s most recognizable vape brands, blu offers adult smokers’ choice through high-quality e-vapour products and e-liquids.

Nerudia was established in 2013 and became part of Imperial Brands in 2017. It is the home of innovation and technology R&D for Next Generation Products (NGP) which includes e-vapour, heated tobacco and oral nicotine delivery. Nerudia is dedicated to creating a world where smokers have choice.

Fontem Ventures is a subsidiary of Imperial Brands PLC, a global consumer organisation and the fourth largest international tobacco company in the world, operating across 120 markets.

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