Saturday, 22 February 2014

The Puritane e-cigarette, by Fontem Ventures.


On sale from Monday 24th Feb at Boots the Chemist

The Puritane e-cig has generated a lot of publicity recently, much more so than the average new e-cig launch. I think that this is for 2 main reasons. Firstly because the Puritane is made by a company called Fontem Ventures which is part of Imperial Tobacco and, secondly, because the Puritane will be on sale in Boots the Chemist.

Boots have a very high level of consumer trust, and so its says a lot for the quality of the Puritane.

I was lucky enough to receive some samples of the Puritane to try out and these are my first impressions.

Lets have a look at the presentation - The Puritane comes in 2 formats, a disposable and a rechargeable version.

The packaging is very neat and professional looking, with plenty of information and instructions on the back of the packet.

Here is a size comparison of the Putitane next to the Vype, one of its main competitors.

The Cartomisers are made in the UK. The Puritane holds 1.1ml of liquid and has a highest strength of 1.6% nicotine. Personally, I would prefer to use a higher strength of nicotine, especially in this form of e-cig, but I have to remind myself that this is just the first product from Fontem and I am fairly sure that there will be several variants available in the future.

Fontem appear to be approaching the e-cig market with a different strategy to BAT.

BAT have played a very slick advertising and social media campaign to make their product appeal to smokers as an alternative.

Fontem seem to be playing it in a more cautious, but well thought out, way. With total reassurance about quality at the forefront - and completely guarding themselves against false claims of providing any form of "gateway" or "marketing at kids" - by providing the product over the counter in a respected chemist.

The Puritane would not be suitable for me - but then again, it doesn't aim to be - I am not part of the target market. This product would appeal to someone who is a smoker and who would like to try an e-cig, but who has, so far, had various concerns about electronic cigarettes, a fear of the unknown. That it is available from Boots will provide a high level of reassurance about the quality and safety of the Puritane.

Will it be a success? Of course it will, but how much of a success depends on how it is advertised and marketed. Fontem do seem to play their cards very close to their chest, but I have a feeling that we will not have to wait very long for the marketing to begin.

This is just the first step for Fontem and Imperial, on what will end up being a very long journey for them.



  1. Thanks for that Matt. What about the cost? Even if 2.4% were available, I'd be using almost three cartos a day. At 1.6% it would be over four. Won't cost be crucial for long term use? These first-time users who trust Boots' good name won't carry on if they are spending upwards of £6 a day. Many of them will be smoking rollups and back-of- van cigs, which work out a lot less than £6 a day.

  2. Hi Matt, do you sell liquids online?

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  4. Jeroen Dehaene1 May 2014 at 11:57

    Hi Matt, I recently tried one (I am an experienced vaper) and I thought it was not all bad, liked the taste. Do you know who makes their liquid?

    1. Hi, I do not know for sure who makes their liquid, but I would expect that it is their own company blend.

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