Elf Bar

Chinese brand of electronic cigarettes

Elf Bar

A cherry flavoured ELFBAR 600

Product type| Electronic cigarette
Owner| Zhang Shengwei
Produced by| iMiracle Shenzhen
Country| China
Introduced| 2018
Related brands| Lost Mary
Tagline| Make it elf, enjoy yourself
Website| elfbar.com
A mango flavoured Elf Bar being used.

Elf Bar is an electronic cigarette brand manufactured by the Chinese firm iMiracle Shenzhen (iMiracle HK in the United Kingdom[1]). Also sold as EBDesign and EBCreate, the vapes are characterized by their fruity flavors and colorful appearance. Although the brand is best known for its disposable vapes, reusable variants are also available but are not as popular.

It has been sold in the United States since November 2021 despite having no authorization from the Food and Drug Administration.[2] Despite its legal status, it is the most popular disposable vape in the United States.[3] They are also the leading vape brand in the United Kingdom, making up more than half of disposable vape sales in the country, with its sister brand Lost Mary. These brands sold over £900 million worth of vapes in 12 months, equivalent to around 160 million units, according to NielsenIQ.[4] The term "Elf Bar" sometimes refers to counterfeits, which are nearly indistinguishable.[5]

A lemon-mint Elf Bar branded as EBCreate.

## Legal status[edit]

In early 2020, the FDA imposed legislation to restrict the flavors of reusable vapes to menthol and tobacco – an effort that targeted companies such as Juul. However, the flavor restriction did not apply to disposable vapes. Elf Bar hit shelves in the US by November 2021, sold in flavors like cotton candy.[3]

Elf Bar has not received authorization from the Food and Drug Administration and is not legally permitted to be sold in the United States.[6] In May 2023, US Customs seized shipments of disposable electronic cigarettes including Elf Bar that had arrived at US ports.[3]

The FDA has taken steps to stop stores from distributing the product. On 22 June 2023, the FDA sent warning letters to 189 retailers selling fruit and candy-flavored disposable vapes, such as Elf Bar.[3]

## Appearance and flavors[edit]

Unlike the Juul, which gained popularity throughout the late 2010s, Elf Bars have a colorful and toy-like appearance which may appeal to teens. It has fruity flavors like piña colada, strawberry mango, and lemon mint, and in 2023, the New York Times called Elf Bar the "vape du jour."[7]

According to the Centers for Disease Control's 2023 National Youth Tobacco Survey, it is the most popular electronic cigarette brand among middle school and high school students who vape.[8] The FDA's tobacco center chief, Brian King, said "if it looks glamorous and it looks appealing, that’s going to be the first driver that will bring a horse to water... the flavors then get them to drink. And the nicotine keeps them coming back for more."[7]

According to psychiatrist Susan Linn, the appearance of Elf Bars is attractive to teens and children, who are interested in rounded shapes and colorful items. She compares the marketing to the cigarette mascot Joe Camel, who was made to appeal to young people.[7]

Researchers from the CDC and the nonprofit Truth Initiative determined that Elf Bar was the best-selling disposable e-cig in the U.S. and the third-best selling e-cigarette overall, behind Vuse and Juul.[3] The aesthetic has been mimicked by similar products, such as Flum Pebble, Juicy Bar, Air Bar Nex and Lost Mary.[7]

## Corporate operations[edit]

At the 2022 GT World Challenge Asia, Elf Bar sponsored a team from Hong Kong.[9]

## References[edit]

1. ^ Practice, Advertising Standards Authority | Committee of Advertising. "Imiracle (HK) Ltd". www.asa.org.uk. Retrieved 3 January 2024.
2. ^ "Elf Bar finds an easy way around US vape import ban: a name change". AP News. 13 October 2023. Retrieved 12 November 2023.
3. ^ a b c d e "FDA warns stores to stop selling Elf Bar, the top disposable e-cigarette in the US". AP News. 22 June 2023. Retrieved 8 September 2023.
4. ^ King, Ben (30 November 2023). "Elfbar: Top vape firm drops sweet flavours over appeal to kids". BBC News. Retrieved 6 December 2023.
5. ^ "Thousands of unauthorized vapes are pouring into the US despite the FDA crackdown on fruity flavors". AP News. 26 June 2023. Retrieved 8 September 2023.
6. ^ "FDA warns stores to stop selling Elf Bar, the top disposable e-cigarette in the US". AP News. 22 June 2023. Retrieved 11 January 2024.
7. ^ a b c d Holtermann, Callie (6 November 2023). "Vapes Get a Gen Z Makeover". The New York Times. ISSN 0362-4331. Retrieved 12 November 2023.
8. ^ Birdsey, Jan (2023). "Tobacco Product Use Among U.S. Middle and High School Students — National Youth Tobacco Survey, 2023". MMWR. Morbidity and Mortality Weekly Report. 72. doi:10.15585/mmwr.mm7244a1. ISSN 0149-2195. PMC 10629751.
9. ^ "A Premier Collaboration Between X WORKS Racing and ELFBAR". Business Wire. 19 May 2022. Retrieved 13 November 2023.

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* Flavored tobacco
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