How to Choose E-Liquid UK 2026: Flavour, PG/VG & Strength

TL;DR: To choose the right e-liquid in the UK, match four variables to your kit: flavour family (fruit, menthol, tobacco, dessert), PG/VG ratio (50/50 for pods, 70/30 for sub-ohm), nicotine strength (10mg or 20mg salt for pods, 3mg freebase for mods) and nicotine type. Buy 10ml samples before committing to shortfills, and always check MHRA registration.

TL;DR — To choose the right e-liquid in the UK, match four variables to your kit: flavour family (fruit, menthol, tobacco, dessert), PG/VG ratio (50/50 for pods, 70/30 for sub-ohm), nicotine strength (10mg or 20mg salt for pods, 3mg freebase for mods) and nicotine type (salt vs freebase). Buy 10ml samples before committing to 100ml shortfills, and always verify MHRA registration on the bottle.

Picking e-liquid used to be simple. Two flavours, one strength, done. In 2026 the UK vape shelf is a wall of 200-plus bottles, disposables are gone (banned June 2025), and HMRC's new e-liquid excise duty lands 1 October 2026 — pushing a 10ml salt from £3.99 to nearer £6.20. Choosing well now saves money, saves coils, and gets you off cigarettes faster. This guide covers every decision an adult UK vaper has to make, from a first 10ml purchase to a £24 shortfill haul.

What Is E-Liquid and Why the Right Choice Matters

E-liquid is the flavoured, nicotine-containing fluid vaporised by a vape coil. It contains four ingredients: propylene glycol (PG), vegetable glycerine (VG), food-grade flavourings and nicotine. Choosing the wrong e-liquid burns coils in days, delivers too little nicotine (sending users back to cigarettes), or too much (causing headaches, nausea, dizzy spells).

The four ingredients decoded

Propylene glycol (PG) — thin, carries flavour, provides the throat hit that mimics a cigarette drag.
Vegetable glycerine (VG) — thick, sweet, produces the visible vapour cloud.
Flavourings — food-grade concentrates, the same category used in sweets and baked goods.
Nicotine — either freebase (traditional) or nicotine salt (smoother, absorbs faster).

Why the wrong bottle costs you money

A 50/50 nic salt in a sub-ohm tank floods the coil and leaks. A 70/30 shortfill in a 0.8-ohm pod produces almost no flavour and gunks the coil within two days. UK vapers waste roughly £180 a year on mismatched liquid according to Ecigclick's 2024 reader survey. Reading this guide once prevents that.

Decoding the Bottle: PG, VG, Nic and TPD Labelling

Every UK-legal e-liquid bottle sold since 2017 carries mandatory MHRA-registered information. Learn to read it in ten seconds and you'll never buy the wrong bottle again.

What every UK e-liquid label must show

Nicotine strength in mg/ml (maximum 20mg/ml under TPD Article 20).
PG/VG ratio (e.g. 50/50, 70/30).
Batch number and expiry date.
Full ingredients list.
Manufacturer name and UK address.
MHRA product notification number (starts MHRA or ECID).
Child-resistant, tamper-evident cap.
10ml bottle maximum for nicotine-containing liquid (TPD Article 20).

Red flags on unregulated bottles

If a bottle contains nicotine and holds more than 10ml, it is illegal to sell in the UK. If it does not list an MHRA number, it has not passed toxicological review. Grey-market "big bottle nic salt" (30ml, 50ml, 60ml) flooding TikTok in 2025 falls into this category. The MHRA maintains a searchable e-cigarette product register — a bottle not listed there is not legal.

PG/VG Ratio: Match the Liquid to the Kit

The PG/VG ratio is the single most important compatibility check. Get it wrong and even the world's best flavour tastes flat. Get it right and a £3.99 10ml delivers noticeable throat hit and clean flavour for two full days of vaping.

50/50 — the pod and MTL standard

50/50 liquid is thin enough to wick through 0.8-1.2 ohm mesh coils used in devices like the Elf Bar Elfa Pro, Uwell Caliburn A3, Vaporesso Xros 4, Innokin Endura, SMOK Novo 5 and Voopoo Vinci Q. Almost all 10ml nic salts sold in the UK are 50/50. If your device holds less than 3ml of liquid and draws with cigarette-style resistance, buy 50/50.

70/30 — the sub-ohm shortfill standard

70/30 (sometimes labelled "Hi-VG") is thick, sweet and produces heavy clouds. It requires a coil of 0.6 ohm or lower, run at 25W or higher. Most 100ml and 200ml shortfills — brands like Doozy Vape, Nasty Juice, Riot Squad, IVG, Dinner Lady, Ohm Brew — ship in 70/30. Pair with kits like the Voopoo Drag X Pro, Vaporesso Gen 200, Geekvape Aegis Legend 3.

60/40 and 80/20 — the edge cases

60/40 is the "hybrid" ratio favoured by MTL sub-ohm tanks (Innokin Zenith Pro, Vaporesso GTX One). 80/20 is the cloud-chaser ratio — used almost exclusively with rebuildable atomisers by hobbyists.

Kit type	Coil resistance	Best PG/VG	Example device
Refillable pod	0.8-1.2 ohm	50/50	Elf Bar Elfa Pro
Advanced pod	0.6-0.8 ohm	50/50 or 60/40	Uwell Caliburn G3
MTL tank	1.0-1.6 ohm	50/50	Innokin Zenith Pro
Sub-ohm tank	0.15-0.4 ohm	70/30	Vaporesso iTank 2
Cloud RDA	0.1-0.3 ohm	80/20	Geekvape Zeus X Mesh

Nicotine Strength: The Numbers That Actually Work

UK law caps nicotine at 20mg/ml under the TPD. Anything sold higher is either illegal or shortfill (nicotine-free base to which the buyer adds nicotine shots). Choose strength based on prior smoking level, not on what a mate uses.

The UK strength ladder

0mg — nicotine-free. For flavour-only vapers or those fully quitting.
3mg — trace nicotine, sub-ohm freebase standard.
6mg — light freebase, for ex-smokers of under 5 a day.
10mg (nic salt) — the goldilocks salt strength; half-a-pack-a-day smokers.
20mg (nic salt) — the legal maximum; 20-a-day-plus smokers.

Signs your strength is too high

Headache, throat scratch after two puffs, mild nausea, hiccups, dizziness. Drop from 20mg to 10mg or from 10mg to 5mg.

Signs your strength is too low

Chain-vaping the tank empty, still craving cigarettes, buying tobacco "just for weekends". Move up one step or switch from freebase to nic salt (salt absorbs faster, feels stronger at same mg).

What the NHS says about nicotine

The NHS Better Health service explicitly recommends vaping as one of the most effective quit-smoking tools available on the NHS, alongside patches and gum. Nicotine itself is not the primary cause of smoking-related disease — the tar and combustion by-products are. Choose enough nicotine to actually kill the craving.

Previous smoking level	Recommended salt (mg)	Recommended freebase (mg)
Non-smoker (never)	Do not start	Do not start
Social smoker (1-5/week)	5mg	3mg
Light (5-10/day)	10mg	6mg
Medium (10-15/day)	10-20mg	6mg
Heavy (15-20/day)	20mg	12mg (freebase, sub-ohm)
Very heavy (20+/day)	20mg (dual pods)	Not recommended

Nicotine Salt vs Freebase: The Real Difference

Nicotine salt is nicotine treated with benzoic acid, which lowers the pH and makes it inhale-smooth at high strengths. Freebase is the traditional nicotine base — harsher at 12mg, mellow at 3mg. Choose salt for pods and low-power devices; choose freebase for sub-ohm mods.

Why salt kills cigarette cravings faster

Nic salt reaches peak blood-nicotine level in around 5-8 minutes, close to a cigarette's 6-minute peak. Freebase peaks at 15-20 minutes. That is why disposables (all nic salt) were so effective at converting smokers — and why replacement pod kits with 20mg salt do the same job.

Why cloud vapers prefer freebase

Sub-ohm devices vaporise 4-8ml of liquid per hour of use. At 10mg salt, that would deliver a toxic nicotine dose. Freebase 3mg at high wattage delivers a comfortable, low-nicotine cloud experience.

Can you mix salt with freebase?

Chemically, yes. Practically, no — the salt lowers the pH of the freebase and mutes flavour. Stick to one type per tank.

Flavour Families: What Actually Tastes Like What

UK vapers spend more on flavour they hate than any other single mistake. The rescue: understand the five flavour families before ordering, then buy one 10ml from each to find your zone.

Fruit — the UK's biggest category

Fruit represents around 62% of UK e-liquid sales in 2025 (Ecigclick data). Sub-families include berry (Elfliq Blueberry Sour Raspberry, IVG Blackcurrant), tropical (Nasty Juice Cush Man mango, Doozy Tropix), stonefruit (Riot Squad Peach), citrus (Dinner Lady Lemon Tart's citrus base). Fruit is safest first choice for ex-smokers who never enjoyed tobacco.

Menthol and ice

Around 22% of the UK market. Traditional menthol (Doozy Vape Fresh Menthol) mimics Sterling Dual, Marlboro Menthol. Ice variants add a cooling agent (WS-23) to fruit — think Elfliq Blueberry Sour Raspberry Ice, Lost Mary Blueberry Ice. Popular with Northern UK vapers historically.

Tobacco

Around 6% of the market, but critical for smokers who want a smooth transition. Look for RY4 (caramel tobacco), Virginia (bright tobacco), Cuban (rich cigar-like). Reliable UK brands: Ohm Brew Black Edition Tobacco, Riot Squad Tobacco Salt, Double Drip Coilfood Tobacco.

Dessert and bakery

Custards (Dinner Lady Lemon Tart is the most-awarded UK e-liquid ever), doughnuts (Nasty Juice Cush Man's crossover blends), cheesecakes, cereal (Loaded Cereal Milk). Coil-killers — dessert flavours contain more sucralose, which caramelises on coils; expect to change coils twice as often.

Drinks and beverage

Cola (Doozy Fizzy Cola), energy drink (Riot Squad Sub Zero), mojito, coffee. A niche 4% but growing fast in 2026.

Family	UK share	Best pod pick (10ml salt)	Best shortfill pick (100ml)
Fruit	62%	Elfliq Watermelon	Nasty Juice Cush Man
Menthol/Ice	22%	Riot Squad Sub Zero Salt	IVG Menthol
Tobacco	6%	Ohm Brew Black Edition	Double Drip Coilfood
Dessert	6%	Dinner Lady Lemon Tart Salt	Dinner Lady Lemon Tart
Drinks	4%	Doozy Fizzy Cola Salt	Riot Squad Energy

10ml Nic Salt vs 100ml Shortfill: The Cost Maths

A 10ml nic salt costs £3.99-£4.99. A 100ml shortfill (nicotine-free base) costs £10-£13, plus £2 for two 10ml nic shots. The cost-per-ml gap is enormous — but only worth exploiting if the vaper burns through liquid daily.

Cost-per-ml comparison (pre-HMRC duty)

10ml nic salt at £3.99 = £0.399/ml
100ml shortfill + 2 nic shots at £12 = £0.10/ml (nearly 4x cheaper)
200ml shortfill + 4 nic shots at £18 = £0.075/ml

Why not everyone should buy shortfill

Wrong kit — 70/30 in a pod is a disaster.
Wrong nicotine type — shortfills use freebase, not salt.
Wrong volume — 100ml lasts 4-6 weeks; flavours dull after opening.
Wrong strength — hardest to hit 20mg from a shortfill legally.

The nic shot maths

A "nic shot" is 10ml of 18mg or 20mg nicotine-only base. Adding two 18mg shots to a 100ml shortfill (which becomes 120ml total) produces 3mg finished strength. This is why 100ml shortfills come with 20ml headspace — space for the shots.

HMRC E-Liquid Duty October 2026: What Changes

From 1 October 2026, HMRC applies a new excise duty of £2.20 per 10ml of nicotine-containing e-liquid. This roughly doubles the price of a 10ml nic salt and adds £4.40 to a pair of nic shots. The government's stated aim is to close the price gap with cigarettes while keeping vaping cheaper.

Predicted price changes

Product	Pre-duty RRP	Post-duty RRP	Increase
10ml nic salt	£3.99	£6.19	+£2.20
10ml nic shot	£1.00	£3.20	+£2.20
100ml shortfill (0mg)	£10.99	£10.99	£0.00
100ml shortfill + 2 shots	£12.99	£17.39	+£4.40

Why 0mg shortfills stay flat

The duty applies only to nicotine-containing e-liquid. A shortfill sold with zero nicotine is not liable. Expect a boom in "large-format 0mg + separate nic shot" bundles from October 2026. Read our HMRC vape duty explainer for the full technical breakdown.

What smart buyers do before October

Stockpile a two-month supply of your regular 10ml salt (any more risks flavour degradation). Switch to shortfill + shots if your kit supports 70/30. Consider nicotine pouches as a duty-free alternative for daytime use — no e-liquid duty applies to pouches.

The Disposable Vape Ban and What Replaced Them

The Environmental Protection (Single-use Vapes) Regulations came into force 1 June 2025, banning single-use disposables. Elf Bar 600, Lost Mary BM600, Crystal Bar 600 — all gone in their original form. The market replaced them with "big puff" refillable pod kits that look identical but use replaceable pods and rechargeable batteries.

The current replacements

Elf Bar Elfa Pro — 2ml refillable pods, 500mAh rechargeable battery, £8.99 kit + £3.99 pods.
Lost Mary BM6000 — 6000-puff refillable pod kit, £9.99 typical.
Hayati Pro Ultra 25K — 25000 puffs, dual-tank refillable, £10.99.
Crystal Bar Plus — refillable pod version, £7.99.
IVG 2400 — 4-pod refillable, £11.99.

Choosing e-liquid for a big-puff refillable

These kits use 20mg nic salt in 50/50 ratio. The kit is often sold flavourless-empty; buy matching Elfliq (for Elfa Pro), Lost Mary (for BM6000), or Hayati liquids to preserve the intended flavour profile. Cross-brand pods generally work but may leak. Read our disposable ban replacement guide.

Matching E-Liquid to Specific UK Kits

Below are the current best-selling UK kits and the exact e-liquid pairing that works. Skip the guesswork.

Pod kits (2ml pods, 10-25W)

Kit	Coil	Best liquid	Strength
Elf Bar Elfa Pro	0.8 ohm mesh	Elfliq 50/50 salt	20mg
Uwell Caliburn G3	0.9 ohm mesh	Riot Squad Salt	10-20mg
Vaporesso Xros 4	0.6 ohm mesh	Ohm Brew 50/50	10-20mg
Voopoo Vinci Q	1.0 ohm	Doozy Salt	20mg
SMOK Novo 5	0.7 ohm mesh	IVG Bar Salt	20mg

Sub-ohm mods (60-100W)

Kit	Coil	Best liquid	Strength
Voopoo Drag X Pro	0.2 ohm mesh	Nasty Juice 70/30	3mg freebase
Vaporesso Gen 200	0.15 ohm	Doozy 70/30	3mg freebase
Geekvape Aegis L3	0.2 ohm mesh	Dinner Lady 70/30	3-6mg freebase
Uwell Crown 5	0.23 ohm	Riot Squad Shortfill	3mg freebase

MTL tanks (10-20W, cigarette-style draw)

Innokin Zenith Pro, Aspire Nautilus 3, Vaporesso GTX One — all take 50/50 salt or freebase at 6-12mg. Perfect for smokers wanting a cigarette-like transition without the harshness of high-power vaping.

Brand-by-Brand: The UK's Trusted E-Liquid Makers

Not every bottle on the shelf deserves your money. These are the UK e-liquid brands with consistent MHRA notification, clean manufacturing, and reliable flavour.

The trusted tier

Elfliq (by Elf Bar) — the disposable market leader's 10ml salt range; 30+ flavours, £3.99-£4.50.
Riot Squad — 100ml shortfills and 10ml salts; Sheffield-manufactured; strong menthol and fruit lines.
Dinner Lady — home of Lemon Tart, the most awarded UK juice; wide dessert range.
Doozy Vape Co — Yorkshire-based; excellent 100ml shortfill value at £10.99.
Nasty Juice — Malaysian but hugely popular in UK; tropical fruit specialists.
IVG (I Vape Great) — Manchester-based; wide category coverage.
Ohm Brew — award-winning nic salts; strong tobacco line.
Double Drip — Coilfood range; premium ADV shortfills.
Hayati — pod-kit brand with tightly-matched liquids.
Lost Mary — sister brand to Elf Bar; big-puff pod ecosystem.

Brands to approach with caution

Unknown Chinese TikTok imports, "50ml nic salt" grey market, unbranded "custom mix" bottles from unregulated stores. If the brand isn't in the MHRA public register, do not vape it.

Flavour Testing: The 10ml Sample Strategy

Before spending £13 on a 100ml shortfill, spend £12 on three 10ml salts to identify the flavour family that suits you. This is the single highest-return tactic in vaping.

The three-bottle test

Buy one fruit (Elfliq Blueberry Sour Raspberry).
Buy one menthol or ice (Riot Squad Sub Zero Salt).
Buy one dessert or tobacco (Dinner Lady Lemon Tart Salt or Ohm Brew Tobacco Salt).

Total: roughly £12 delivered. Vape each for two days minimum. Whichever you crave first thing in the morning wins. Now buy a 100ml shortfill in that family.

Palate fatigue and shift

Vape one flavour exclusively for two weeks and it dulls — a phenomenon called "vaper's tongue". Rotate two or three flavours, and drink plenty of water. The NHS recommends staying hydrated throughout the day for general oral health, which also preserves taste perception.

Storage: Making E-Liquid Last

An open 10ml bottle stored badly degrades in weeks. Stored properly, it lasts 6-12 months. Nicotine is the main degrader — it oxidises with light and heat, turning liquid brown and bitter.

The four storage rules

Cool — below 20C. A kitchen cupboard, not a windowsill.
Dark — no direct sunlight. UV breaks down nicotine.
Upright — reduces air exposure at the nozzle.
Sealed — cap tight after every use.

Shelf life expectations

Unopened 10ml salt — 18 to 24 months.
Opened 10ml salt — 6 to 12 months.
Unopened 100ml shortfill — 24 months.
Once nic shots added — 6 months.

Signs of expired liquid

Dark brown colouration, sharp peppery smell, harsh throat hit, muted flavour. Discard any bottle over two years old regardless of appearance — the flavourings may be fine but the nicotine will be well past peak.

Mixing and Steeping: DIY Territory

Steeping is the process of letting an e-liquid rest to allow flavours to marry. Some liquids taste dramatically better after two weeks steeped in the dark; others taste worse. Learn which is which.

Flavours that improve with steeping

Custards and cream desserts (2-4 weeks).
Tobacco blends (2-3 weeks).
Complex dessert layers (2 weeks).

Flavours that degrade with steeping

Fresh fruit (loses top notes).
Menthol and ice (cooling agent oxidises).
Citrus (goes bitter).

Mixing rules

Mix within the same PG/VG ratio only. Mix within the same nicotine type (salt with salt, freebase with freebase). Start 70/30 dominant to accent. Note down every mix in a simple journal — mixing without notes wastes bottles.

Coils, Wicks and Flavour Preservation

The best e-liquid tastes bad through a burnt coil. Coil life is directly determined by e-liquid choice — high-sucralose desserts kill coils in 3-5 days; clean fruit and menthol give 10-14 days.

Coil-killing culprits

Sucralose-heavy desserts (custards, doughnuts).
Dark tobacco blends (caramel and molasses residues).
Coffee and cola flavours.

Coil-friendly picks

Fresh fruit blends.
Clean menthol.
Light Virginia tobacco.

How to prime a new coil

Drip 3-4 drops of e-liquid directly onto the coil wick before installing. Fill the pod or tank. Wait 5-10 minutes. Take three primer puffs at low power (or with the fire button unpressed if pod). This prevents the first-puff burn that ruins a coil.

Special Cases: Diabetics, Pregnancy, Health Conditions

E-liquid contains no sugar despite the sweet taste — sucralose is not glucose. However, certain user groups need extra caution.

Diabetics

Sucralose does not spike blood glucose. However, sweet-tasting liquids may trigger cravings for actual sugar. Choose menthol, tobacco or unsweetened fruit if this is a factor.

Pregnancy and breastfeeding

The NHS pregnancy guidance is clear: NRT (patches, gum) is preferred over vaping during pregnancy. If a pregnant smoker cannot quit any other way, vaping is safer than smoking but should be minimised. Nicotine crosses the placenta.

Cardiovascular conditions

Nicotine raises heart rate and blood pressure short-term. Users with cardiac conditions should consult a GP before starting. NHS smoking-cessation services can prescribe appropriate NRT.

Allergies

PG allergy is real but rare — symptoms include sore throat, hives, dry cough within days of switching. Switch to a max-VG (80/20) shortfill; the trace PG in flavourings is usually tolerated.

Buying Online vs In-Store

Both channels are legal for adults 18+. Online offers 3-4x the flavour range and 20-30% lower prices; in-store offers instant availability and the ability to smell open testers.

Online buying checklist

Confirm the site displays an MHRA notification for each product.
Check for a UK address and phone number in the footer.
Confirm age verification at checkout (Yoti, Post Office EasyID, credit-card checks).
Look for delivery under 48 hours (fresh stock).
Check the return policy — most UK vape retailers cannot accept e-liquid returns for hygiene reasons.

Age verification and UK law

The Nicotine Inhaling Products (Age of Sale and Proxy Purchasing) Regulations 2015 make it illegal to sell vape products to anyone under 18. Robust online age verification is a legal requirement. Trading Standards actively test-purchase from UK sites — buy only from retailers with visible age gates. See Trading Standards for the current compliance framework.

Common Mistakes to Avoid

The mistakes below cost UK vapers roughly £180 a year in wasted juice and prematurely burnt coils.

Mistake 1: Buying strength based on device output

A high-wattage sub-ohm mod at 20mg salt delivers a dangerous nicotine dose in ten minutes. Match strength to device power, not to what the seller stocks.

Mistake 2: Chasing every new flavour

Rotate three flavours long-term. Buying a new bottle every week accelerates vaper's tongue and empties your wallet.

Mistake 3: Storing in the car

Summer car interiors reach 60C. E-liquid stored there degrades in a single afternoon.

Mistake 4: Vaping expired liquid

Bitter, harsh, and delivers unpredictable nicotine. Bin bottles over 24 months old.

Mistake 5: Ignoring PG/VG ratio

The single most common source of "this liquid tastes bad" complaints — usually a ratio-kit mismatch, not a bad liquid.

The 2026 Buying Roadmap: Six Steps

Identify your kit — pod, MTL tank, or sub-ohm mod.
Determine your nicotine need — from previous cigarette count.
Pick nicotine type — salt for pods, freebase for sub-ohm.
Sample three flavour families — three 10ml bottles.
Commit to the winner — buy 100ml shortfill or bulk salts.
Stockpile before 1 October 2026 — buy two months' supply pre-HMRC duty.

UK Vaping in Context: ONS and Public Health Data

Vaping is now the UK's leading quit-smoking method. According to ONS Adult Smoking Habits data, adult smoking rates fell from 20.2% in 2011 to 12.9% in 2023, with e-cigarette use rising in parallel. Public Health England (now UKHSA) maintains that vaping is at least 95% less harmful than smoking.

Why liquid choice matters for quitting

Cochrane's 2023 meta-analysis of 78 studies concluded that nicotine e-cigarettes probably help people quit smoking better than nicotine replacement therapy. The critical variable was adequate nicotine dose — vapers on 3mg freebase in low-powered kits often relapsed to cigarettes; vapers on 10-20mg salt in pod kits succeeded at rates matching or exceeding NHS Stop Smoking clinics.

Final Checklist Before You Click Buy

PG/VG ratio matches your kit.
Nicotine strength matches your previous smoking level.
Nicotine type (salt or freebase) matches your device wattage.
Flavour family is one you've tested or previously enjoyed.
MHRA notification visible on product page.
Purchase includes hidden nic-shot maths if buying shortfill.
Delivery under 48 hours.
Age verification at checkout.
Store cool, dark, upright, sealed.
Budget factors in October 2026 HMRC duty for future purchases.

18+ Warning and Regulatory Disclaimer

Age warning: Vape products are for adult smokers aged 18 and over only. It is illegal in the UK to sell nicotine-containing e-liquid to anyone under 18, and illegal for an adult to purchase these products on behalf of anyone under 18 (proxy purchasing). Nicotine is an addictive substance. If you do not currently smoke, do not start vaping.

Health disclaimer: This article is educational. It does not constitute medical advice. If you are pregnant, breastfeeding, have a cardiovascular condition, or are on prescribed medication, consult a GP or NHS Stop Smoking Adviser before starting or changing a nicotine product. NHS quit support is free — call the National Smokefree Helpline on 0300 123 1044 or visit nhs.uk/better-health/quit-smoking.

Regulatory: All e-liquids referenced comply with UK Tobacco and Related Products Regulations 2016 (TPD) as enforced by the MHRA. Nicotine cap 20mg/ml. Bottle size cap 10ml for nicotine-containing liquid. Tamper-evident and child-resistant packaging required. Vape products regulated by MHRA and enforced locally by Trading Standards.

Frequently Asked Questions

How do I pick the right e-liquid flavour?

Start with a flavour family that mirrors what you already enjoy. If you smoked tobacco, begin with a tobacco or tobacco-menthol blend such as Riot Squad Tropical Fury Salt or Double Drip Tobacco. If you crave sweetness, jump straight to fruit (Elfliq Blueberry Sour Raspberry, IVG Blue Raspberry). Menthol smokers should try ice or menthol variants. Buy 10ml bottles of three different families for under £12 total before committing to a 100ml shortfill.

What VG/PG ratio should I choose?

Match the ratio to your kit. Pod kits and MTL devices (Elfa Pro, Caliburn G3, Uwell Caliburn A3) run best on 50/50 or 60/40 VG. Sub-ohm tanks and DTL mods (Vaporesso Gen 200, Voopoo Drag X Pro) demand 70/30 or 80/20 VG shortfills for cloud production. High-PG liquids in a sub-ohm coil taste harsh and burn coils; high-VG liquid in a pod floods the wick and produces zero flavour.

Which nicotine strength is right for me?

Ten-a-day smokers or lighter: 10mg nic salt. Half a pack (10-15 a day): 20mg nic salt in a pod device. Twenty-a-day or heavier: 20mg nic salt, initially. Social smokers or vapers reducing: 5mg or 10mg. Cloud chasers using sub-ohm: 3mg freebase, 6mg maximum. UK TPD law caps nicotine at 20mg/ml, so anything above is illegal to sell in the UK.

Is nic salt or freebase better for my kit?

Nic salt suits low-power pod kits (10-25W) because it delivers nicotine smoothly at high strengths without harshness. Freebase suits sub-ohm mods (30W+) at lower strengths (3mg-6mg) because higher power vaporises more liquid per puff, and freebase at high strengths would scorch the throat. Rule of thumb: pod = salt, mod = freebase.

How do I know if an e-liquid will taste good in my kit?

Check three things: VG/PG ratio matches your coil resistance, nicotine type matches your wattage, and flavour profile suits the coil style. Mesh coils in pods highlight fruit and dessert notes cleanly; older round-wire coils mute complex flavours. Read the bottle: 50/50 salt means MTL pod, 70/30 shortfill means sub-ohm DTL. Mismatching wastes juice and burns coils within days.

Should I try a shortfill or 10ml nic salt?

Choose 10ml nic salt if you use a pod kit, want convenience, and vape 2-4ml per day. Choose 100ml shortfill plus nic shots if you use a sub-ohm mod, vape 5ml+ per day, and want the lowest cost-per-ml (roughly £0.15/ml versus £0.40/ml for salts). Shortfills come nicotine-free by TPD law; add two 10ml 18mg nic shots to a 100ml bottle for 3mg finished strength.

Can I mix different e-liquid flavours together?

Yes, but only within the same family and same VG/PG ratio. Mixing 50/50 salt with 70/30 shortfill throws off the ratio and ruins wicking. Fruit-on-fruit usually works (mango + pineapple), dessert-on-dessert works (custard + vanilla), but menthol mixed with dessert is usually unpleasant. Start with a 70/30 split of dominant to accent flavour and adjust from there.

How do I know if my e-liquid has gone off?

Expired e-liquid darkens noticeably, smells sharp or peppery instead of sweet, and tastes flat or metallic. Nicotine oxidises over time, turning liquids from clear amber to dark brown. Most e-liquids last 18-24 months unopened, 6-12 months once opened. Store bottles upright, out of sunlight, below 20C. Any bottle over two years old should be discarded regardless of appearance.

Article updated for 2026. Prices indicative of typical UK online retailer RRP pre-HMRC excise duty (effective 1 October 2026). All product references for informational purposes; availability varies by retailer. Always verify MHRA notification before purchase.

Frequently asked questions