Few names carry as much weight in British vaping as IVG. The initials stand for I Vape Great, and over the years the brand has come to mean one thing above almost everything else: flavour worth talking about. Sweet, dessert-led, occasionally outlandish, always confident. With the disposable era now closed in the UK, a lot of people are wondering what is left, what is legal and what is worth buying. This guide walks through the brand's history, what the ban changed, the pod kits and e-liquids we stock, the flavour families IVG built its name on, and how to settle on a setup that fits you.
The IVG story
IVG made its name in e-liquids by committing to a single idea: that a vape should taste like something you would actively choose, not merely tolerate. While other houses chased restraint, IVG leaned into indulgence. Strawberry sweets, fizzy cola bottles, thick custards, tropical fruit medleys that arrive layered rather than flat. The brand turned flavour into its signature long before that was a crowded market, building a sprawling catalogue so that whatever your palate, there was an IVG answer to it.
It is worth being precise about what IVG is. It is a flavour and hardware company making nicotine products for adults who already vape, not a wellness brand, a stop-smoking service or anything resembling a health product. Nicotine is an addictive substance, and IVG products are intended only for those aged eighteen and over. With that understood, the appeal is durable: a brand that treats flavour as the main event and has the back catalogue to support the claim. IVG sits among the flavour-led names we cover in our best e-liquid brands of 2026 roundup, and you can see how it fits our wider line-up on the dedicated IVG brand page.
IVG after the disposable ban
To understand IVG today, you have to start with the disposable vape ban. On 1 June 2025 the UK prohibited the sale of single-use disposable vapes, a structural change for the whole trade, because disposables had become the default way millions of people vaped. The pocket-sized bars you used until they ran flat and then binned were no longer legal to sell, whatever the brand on the wrapper, and that included the well-known IVG Bar. If the detail is hazy, our explainer on whether disposable vapes are banned in the UK sets it out in full.
The operative word in the ban is disposable. A device is caught when it is designed to be thrown away whole and cannot meaningfully be recharged or refilled. For shoppers, an entire category vanished from legal sale almost overnight, and any brand that had leaned on disposables had to change direction quickly.
Here is the part that matters for anyone searching the brand out. IVG did not disappear; it remains widely available. What changed is the format. The IVG Bar is gone, but the legal range has moved towards rechargeable pod kits with replaceable, prefilled pods, alongside a substantial family of bottled e-liquids. These are legal precisely because they are not single-use: a pod kit is a device you keep, recharge through a USB-C port, and reload with fresh pods or liquid. That is exactly the behaviour the rules are written to encourage.
There is no like-for-like single-use substitute for the old bar, because single-use is the thing no longer permitted. What IVG offers instead is a rechargeable pod system that keeps much of the convenience while staying legal, and its flavour identity carried across intact, which is why so many former bar users have found the move easy.
What we stock: Pro pod kits and e-liquids
IVG's current legal line-up divides into two halves: the hardware, meaning the IVG Pro and IVG Air rechargeable pod kits, and the liquid, meaning a large family of nic salts and shortfills.
IVG Pro and IVG Air pod kits
The IVG Pro and IVG Air are rechargeable pod kits: a compact device pairing a rechargeable battery with a replaceable pod that holds the e-liquid and the coil. The pods come prefilled, so there is no need to handle bottles. You click a pod into the device and start vaping; when it runs low, you swap it for a fresh one.
These kits are legal because they satisfy the two conditions the rules care about: they are rechargeable, typically through a USB-C port, and they are pod-replaceable, so the device keeps going while you change the consumable. That pairing is what separates a compliant pod kit from a banned disposable. Each prefilled pod holds up to 2ml of e-liquid, the UK legal maximum, with strengths typically offered at 10mg or 20mg in nic salt form, 20mg being the legal ceiling. If you are unsure which suits you, our nicotine strength guide explains how to choose sensibly.
IVG nic salts and shortfills
Alongside the kits, IVG offers a broad range of bottled e-liquid. Nic salts are formulated for a smoother throat hit at higher strengths and are typically sold in 10ml bottles at 10mg or 20mg; they suit pod kits and smaller devices. Shortfills are larger bottles of nicotine-free liquid with headroom at the top, designed so you can add a nicotine shot yourself; they suit higher-powered devices and people who get through more liquid.
The same dessert and sweet blends that built the brand's reputation live on in these bottles, so you are not confined to whatever arrives in a prefilled pod. A refillable setup opens the full IVG catalogue, which you can browse on our e-liquids page.
Prices to expect
Prices vary by retailer, so treat these as a guide. A starter IVG pod kit typically lands around £8 to £10, replacement prefilled pods around £5 to £7, and a 10ml nic salt bottle around £3 to £4. Shortfills cost more because the bottles are larger, though the price per millilitre works out lower. One change worth noting is the Vaping Products Duty, a new tax of £2.20 per 10ml of e-liquid arriving on 1 October 2026, which will lift liquid prices across every brand, IVG included.
The flavour range
Flavour is where IVG earns its name. The brand is best known for sweets and desserts, but the catalogue reaches across fruit, ice and drink-inspired blends too. Because the range is so large and the exact line-up shifts over time, the most useful way to think about it is by family.
Fruit
Fruit is a cornerstone of the IVG range, and the brand tends towards ripe, juicy interpretations rather than thin or watery ones. Expect blends built around strawberry, watermelon, mixed berries, tropical combinations and stone fruit, often layered so that two or three fruits play off one another. These are dependable all-day choices and a sensible place to begin, and many cross into the ice family.
Dessert and sweet
This is the heart of IVG. The dessert and sweet family is where you find the indulgent, treat-like profiles that taste of the sweet shop and the pudding bowl: creamy custards, fizzy and chewy sweet-shop classics, biscuit and pastry notes, and rich dessert blends. If you have a sweet tooth, start here; these bold flavours are a large part of why IVG keeps such a loyal base.
Ice
The ice family takes IVG's fruit and sweet flavours and adds a cooling, menthol-style finish. Rather than being pure menthol, these blends keep the underlying flavour front and centre and use the chill as a refreshing top note that feels crisp on the exhale. If you find straight sweets a touch rich, an iced version can be the perfect middle ground.
Drinks
IVG also ventures into drink-inspired flavours, some of the most distinctive in the range: cola, fizzy soft-drink profiles, energy-drink takes and similar beverage blends. They are playful and recognisable, which makes them a good shout when you want to break up your rotation. Flavour is personal, and the only reliable way to find your favourite is to try a few: a prefilled pod is the quickest way to sample, while the bottled range gives the widest choice.
Choosing your IVG setup
With the disposable era behind us, choosing an IVG setup comes down to how hands-on you want to be. There are two broad routes, and it is a matter of weighing convenience against choice and cost.
Go prefilled for maximum convenience
If you valued disposables chiefly for how simple they were, a prefilled pod kit such as the IVG Pro or IVG Air is the natural home for you. You buy the kit once and your only recurring decision is which prefilled pod to click in next. The trade-off is that you are limited to the flavours IVG offers in pod form, and the cost per millilitre runs higher than buying liquid in bottles.
Go refillable for choice and value
If you care about the widest flavour selection and keeping running costs down, a refillable approach makes more sense. You still use a rechargeable pod kit, but instead of prefilled pods you fill refillable pods from 10ml nic salt bottles. This unlocks the entire IVG bottled catalogue rather than just the pod range, at a lower cost per millilitre. The trade-off is a little more effort, which most people find becomes second nature within a day or two.
Pick your nicotine strength with care
Whichever route you take, getting the nicotine strength right matters more than almost anything else for satisfaction. In the UK you will generally see 10mg and 20mg nic salt options. As a rough rule, lighter users or those stepping down often suit 10mg, while heavier users tend towards 20mg. There is no prize for picking the highest number; too much can feel harsh, and too little can leave you reaching for the device constantly. Our nicotine strength guide goes deeper and is worth reading before you commit.
Match the flavour family to your taste
Finally, lean into what IVG does best. With a sweet tooth, begin in the dessert family; for something all-day, fruit or iced fruit is hard to beat; for something playful, the drinks range is where to look.
How IVG compares
It is fair to ask how IVG stacks up against the other big names on UK shelves. The best brand depends on what you want, but there are some useful distinctions to draw.
Set against other flavour-led e-liquid brands, IVG's edge is its commitment to the sweet and dessert end of the spectrum. Some rivals lean more towards fruit and menthol, or towards tobacco, whereas IVG has made confectionery and pudding flavours a core identity. If that is what you are after, IVG is one of the most reliable places to look; if you want subtle tobacco notes or pure menthol, another brand may serve you better. You can survey the wider field on our best e-liquid brands of 2026 page.
Set against the former disposable brands everyone used before the ban, every major name has had to move to refillable or rechargeable formats, so the playing field has levelled. IVG's pivot puts it on the same compliant footing as its rivals, while its flavour heritage gives it a real reason to be chosen over a name you only knew from a disposable wrapper.
Set against pure hardware brands that focus on the device rather than the liquid, IVG is a flavour house first that also makes the hardware to carry it. If you want the most advanced device, a dedicated hardware brand may appeal more; if you care above all about what the vape tastes like, IVG's flavour-first approach is the draw.
Questions, answered
Is IVG still available after the disposable ban?
Yes. The single-use IVG Bar was withdrawn with the 1 June 2025 ban, but IVG's rechargeable pod kits, prefilled pods and bottled e-liquids remain legal and widely available. The brand adapted to the rules rather than disappearing.
What does IVG stand for?
IVG stands for I Vape Great. It is a UK vape brand best known for bold sweet, dessert and fruit flavours across both its e-liquids and its pod hardware.
Why was the IVG Bar withdrawn?
The IVG Bar was not singled out. It was caught by the UK-wide ban on single-use disposable vapes that came into force on 1 June 2025, which made any device designed to be thrown away whole illegal to sell. There is more in our guide on whether disposable vapes are banned in the UK.
What is the legal IVG range now?
It centres on the IVG Pro and IVG Air rechargeable pod kits, which use replaceable prefilled pods, plus a large range of bottled nic salts and shortfills. These are legal because the devices recharge via USB-C and the pods are replaceable.
How much do IVG products cost?
As a rough guide a pod kit typically costs around £8 to £10, replacement prefilled pods around £5 to £7, and a 10ml nic salt bottle around £3 to £4. From 1 October 2026 a new Vaping Products Duty of £2.20 per 10ml will push liquid prices up across all brands.
What nicotine strengths does IVG come in?
IVG nic salts and prefilled pods are typically offered at 10mg or 20mg, with 20mg the UK legal maximum. Pods and salt bottles hold up to the legal limits of 2ml and 10ml respectively. If you are unsure which suits you, our nicotine strength guide can help.
What flavours is IVG known for?
IVG is most famous for its sweet and dessert flavours, including custards, sweet-shop classics and rich pudding blends. It also offers a strong range of fruit flavours, iced versions of many of those, and distinctive drink-inspired blends such as cola. The exact flavours change over time as the catalogue evolves.
Should I choose prefilled pods or refillable bottled liquid?
Prefilled pods are the most convenient option but cost a little more per millilitre and limit you to the pod flavours. Refilling a pod from a 10ml nic salt bottle takes more effort but unlocks the full IVG bottled catalogue and usually works out cheaper. Many people start prefilled and move to refillable once they know what they like. Browse the current line-up on the IVG brand page or shop the wider catalogue from our store.
Vape EU sells to over-18s only. Nicotine is an addictive substance. This article is general information, not health or medical advice. Prices are approximate and vary by retailer.