Discover Benelux | Food & Drink | A Taste of the Netherlands
Millers Juice produces tens of thousands of bottles a day.
Shaping the future of vaping TEXT: MYRIAM DIJCK | PHOTOS: CASPER VAN AGGELEN
Dutch brand Millers Juice is on a mission. With their e-liquids, they are trying to get smokers to stop using traditional cigarettes and switch to vaping instead, which is comparatively less harmful, cheaper and produces no lingering smell. Because of this, Millers Juice believes the future is bright for the e-cigarette industry. Millers Juice, founded in 2014, is one of the world’s biggest manufacturers of e-liquid. At their 4,000-square-metre factory in Oosterhout, the Netherlands, they produce e-liquid made from the best ingredients with the highest level of purity. Head of marketing, Joey Baart, says: “The goal is to battle the addiction to nicotine.” 48 | Issue 61 | January 2019
The family business was set up by Baart’s father Tony de Hond and business partner Koen Vissers. “In our families, we have lost many loved ones to lung cancer, so this is something that is close to our hearts.”
Early vape liquids E-cigarettes entered the market around 2000, but only really became popular about five years ago. At the time, most of the e-liquids were being produced in China. This meant that there was little insight into the production process and the ingredients. Baart: “We began by setting up a laboratory to find out what was in those e-liquids and the effect of vaping on the lungs. It turned out there were many additives in
there that shouldn’t be. These included unnecessary chemicals, emulsifiers, colourings or even cake flavourings, that are simply not suitable for vaping.”
One of the first e-liquid producers in Europe At Millers Juice they created a new range of e-liquids from scratch by focusing on top-quality ingredients and a transparent production process. Because of this, Millers
The team at Millers Juice.