“ULTIMATELY, OUR AMBITION IS TO BE THE GO-TO BRAND AND PREFERRED CHOICE FOR ADULT CONSUMERS IN THE MARKET.”

What is WAKA and RELX hoping to achieve next in UK? What are your ambitions?

“We’re thrilled to have won at this year’s Vapouround Awards, especially for our new premium WAKA devices.

We constantly strive to offer our adult customers an elevated experience and state-of-the-art products using design and ethical innovation. Winning against such prestigious competition is a testament to that.

Looking ahead, our goal by the end of 2023 is to become one of the most trusted and prominent vape companies in the UK.

Ultimately, our ambition is to be the go-to brand and preferred choice for adult consumers in the market.

We’re set to achieve this by furthering our commitment to exceptional products, innovative experiences and outstanding customer service.”

How do you market products in different countries and what was the key change for the UK market?

“At RELX, we tailor our marketing strategy to fall in line with the unique cultural, social and economic factors at play within the varying markets in which we operate.

Through extensive market research we establish the preferences, needs and behaviours of consumers in different countries, allowing us to develop products and device flavours that resonate with a range of adult audiences.

We understand the unique requirements of adult consumers in the UK and work to ensure our products align with and exceed their expectations.

We maintain this commitment by continuing to invest in targeted research and development, with a focus on cutting-edge technologies that deliver high-quality products.

Our Guardian Program puts us at the forefront of youth prevention, ensuring we do everything possible to appeal solely to adults, to prevent and discourage the misuse of vape products by minors.”

When you refer to ‘life changing’ is this in relation to assisting existing adult smokers make the transition to next gen?

“Experts universally agree that vaping is considerably less harmful than smoking. Smoking exposes users to vast amounts of toxins at higher levels than e-cigarettes.

Recently, we carried out UK-based research that found nearly nine in ten (88 percent) adults are pleased to have transitioned away from combustible cigarettes, while 87 percent would recommend making the switch.

In line with these findings, we continue to highlight vaping as a direct and responsible way of helping existing adult smokers to stop using cigarettes in favour of a less harmful next-generation alternative.”

WAKA’s design claims to be ‘individual’ and ‘mould breaking’, what was the thought process behind the creation of the products?

“Our thought process behind WAKA was to provide a superior vaping alternative to what’s already available in the market, elevating our designs to be slick and minimalistic and therefore user-friendly.

Through cutting-edge technology, premium design and big, bold flavour combinations, we are confident that the product achieves our goals.”

In what ways have you adapted to allow for technological advancements within the industry?

“Whether it’s harnessing the synergy of dual mesh coils to double the cloud size and flavour or creating transparent e-liquid tanks, we are constantly looking at ways to advance our products.

“Our innovative product line-up includes the groundbreaking Mesh Coil 2.0, DUALMESH, the Feelm Max and Vcot technologies.

“These advancements have allowed us to elevate the vaping experience and achieve a richer, more flavourful taste while minimizing e-liquid wastage.”

WARNING - THIS PRODUCT MAY CONTAIN NICOTINE WHICH IS A HIGHLY ADDICTIVE SUBSTANCE

IN AN ODE TO ALL THE INSPIRING FATHERS OUT THERE, THIS FATHER’S DAY, VAPOUROUND SPOKE TO DADS ACROSS THE WORLD WHO MADE THE ALL-IMPORTANT BIG SWITCH.

Words: Emily Malia

MICHAEL REDFEARN, DELAWARE, USA

Being almost 10 years smokefree – after quitting at 30 years old –Michael is now able to say that his youngest child has never seen him light a cigarette.

His main motivation when making the all-important decision to quit was to have more moments with his children, as regular cigarette breaks were taking up the majority of his free time.

Not to mention, he was also concerned about the impact smoking had on his health’ but he’s pleased to be able to say that years later, his eldest two children don’t really remember the days of him lighting up.

Michael admits that he doesn’t think he could have achieved this alone, his journey was made that little bit easier by having his wife as a quitting buddy.

He said: “I don’t think I could’ve done it alone and I don’t think I could’ve done it without vaping.

“I feel that vaping is breaking a generational smoking habit - that’s on both sides of the family.”

One time, when his eldest child was a lot younger, he said he wanted to grow up and smoke cigarettes just like his Dad…this was the ultimate wake up call for Michael. The most drastic difference he’s seen in his life is the amount of time he has to be a present father for his kids.

Michael said: “I no longer missed out on the small special moments because I was outside smoking. “Also, the financial savings have helped immensely in raising a family in the modern world.”

TOBY GREEN, MANCHESTER, UK

It wasn’t until his son was three and a half years old that Toby – a father of one – decided to quit smoking after his recreational use of cigarettes over the years.

The realisation came washing over him one night as he was putting his son to bed, counting down the minutes it would take him to falling asleep in order to go out for a smoke.

His son never mentioned it to him, but the guilt still remained each time Toby would come back from his cigarette breaks and felt himself pulling away from his child.

He said: “I was constantly wary about kissing or cuddling him when I’d been smoking and I didn’t like how it was beginning to interfere with our relationship.” Since making the life changing switch, Toby is able to focus more on spending intimate, quality time with his son and cherish those moments completely cigarettefree.

He no longer has concerns about the smell of smoke on his clothes or his hands when holding his son and doesn’t find himself in a hurry to go for his next cigarette.

Toby said: “Vaping has made the transition a whole lot easier and allowed me to feel more confident in quitting nicotine altogether, hopefully in the near future.”

NICHOLAS ORLANDO, FLORIDA, USA

It was close to two years into fatherhood that Nicholas make the big switch from cigarettes and found vaping was the only successful cessation tool for him. It truly hit home for the father when his child came to him to say that they ‘didn’t want him to die from smoking’, which of course, was difficult to hear for Nicholas.

The biggest transformation he found in his smoke-free fatherhood was being able to partake in his children’s active lifestyle, going on to coach a soccer team for an impressive 19 years.

Vaping played a vital role in allowing him to quit the deadly habit and be the best parent he could be.

After making the switch in order to be a more active father and put his health first, Nicholas was in awe of the power vaping could have on transforming people’s lives.

He said: “I was inspired by what it has done for me and thousands of others and so I have volunteered as the Vice President of the Florida Smokefree Association since 2014.”

JAMES VAN AALST, DERBY, UK

His daughter was 11 years old when she moved in with him on a full time basis- making James a single parent for the first time in his life. It was then that he decided to quit, after all, how could he teach his daughter her to make good decisions.” about the dangers of smoking if he was using cigarettes himself? He said: “I didn’t want to be a hypocrite drilling into her that ‘smoking was bad’ but then smoking myself…quitting made it easier for me to encourage logical choice. knowing that his daughter could go on to say, ‘my Dad doesn’t smoke’. FEATURE inside after his all too often cigarette breaks. At the time he worked in a high-pressure role and going cold turkey would have been

The words ‘Dad you stink!’ had always stuck with James each time he’d come a challenge as the majority of his colleagues were smokers so vaping seemed to be the