From the Lab to the Market: FiltSe’s Creative Response to Flavor Bans

FiltSe’s innovative response to flavor bans showcases the interaction between regulation, market demand, and corporate strategy.

FiltSe (Dongguan) Craft & Gifts Co. is a leading manufacturer in the flavor accessory industry for traditional cigarettes and new non-combustion nicotine products. With an impressive production capacity of 60 million packs per month, FiltSe is committed to offering high-quality, regulation-compliant products to customers worldwide, even in restrictive markets.

In response to flavor bans in various countries, FiltSe has developed a range of innovative flavor accessories, including cards, drops, capsules, and multipurpose flavored filter tips. These products are compatible with combustible, electronic, and heated tobacco, providing an enhanced flavor experience without violating existing regulations.

Today, alongside Mark, FiltSe’s marketing director, we explore the Company’s journey and how its approach to innovation and adaptability has been key to its success.

~ Could you tell us about FiltSe’s origins and what inspired you to focus on flavor innovation for nicotine products?

Mark: FiltSe emerged in response to the flavor ban on electronic cigarettes in China, which took effect on October 1, 2022. Before this change, most of our key staff were involved in researching and developing heated tobacco products. We recognize that flavor is crucial for a good user experience. Leveraging our R&D strengths and following market trends, we focused on flavor innovation for tobacco and next-generation nicotine products.

~ What specific challenges did you face when establishing in that context, and how did you overcome them? The company was created in 2019, right?

M: FiltSe was not established in 2019. Initially, it was a project by our team, which began researching and developing heated tobacco products that year. Eventually, FiltSe was formalized to innovate in flavors. Thanks to our R&D experience, we did not face significant challenges in developing flavor accessories for electronic cigarettes.

~ How has your team’s previous experience influenced the development of these new products?

M: Our team’s experience developing heated tobacco products has been fundamental to our success in creating flavor sticks for electronic cigarettes. We reused our experience and production lines, allowing us to innovate in ingredients that provide freshness and restore the flavors of early electronic cigarettes and solve technical challenges like anti-leakage.

~ With flavor bans in several countries, what strategies has FiltSe adopted to ensure its products comply with regulations while meeting consumer preferences?

M: We have studied the laws and market conditions in multiple countries and found that accessories are legal in most regions. We are committed to innovating within the legal framework, providing flavor solutions that comply with regulations and meet consumer needs.

~ Could you explain how your products, such as flavor cards and filters, avoid legal restrictions without compromising quality?

M: The flavors haven’t changed; they are added as accessories, which doesn’t affect their quality or safety. Since accessories are legal in most countries and can even be used with food, we ensure our products are safe and high-quality.

~ What measures does FiltSe implement to ensure the legality and safety of its products?

M: We use the same raw materials as in traditional tobacco products and electronic cigarettes, ensuring they are legal and safe. Our products are manufactured in a controlled, dust-free workshop and tested by third parties to ensure their quality and safety.

~ The impact of the flavor ban has generated demand for your products, particularly in markets like the European Union and China. Is that correct?

M: Exactly. Our products exist because of the flavor bans, and the strict enforcement of these bans has increased demand in key markets like the European Union and China.

~ What feedback have you received from consumers about your products, especially the multipurpose flavored filters?

M: Consumers appreciate that our flavor accessories effectively reproduce pre-ban flavors. However, they mention that the accessories can be less convenient and increase the cost of use. We are working on solutions to improve convenience and reduce costs.

~ How does FiltSe handle the demand for new flavors and constant innovation in its product line?

M: We respond quickly to market demands for new flavors, especially through burst beads, a mature technology. We adapt our production lines to develop flavor sticks for heated tobacco and cigarettes. We collaborate with top-tier tobacco technology companies to continuously innovate and launch new products.

~ What are the next steps for FiltSe in terms of product innovation and expansion?

M: We plan to launch new variants for both heated and traditional tobacco products. We are also developing new flavor accessories in collaboration with top-tier tobacco technology companies and expect to introduce innovative products soon.

~ How do you foresee the evolution of the flavor accessory market for tobacco products in the coming years?

M: The evolution will depend on the enforcement of flavor bans. However, we believe that flavor accessories will continue to grow as flavor bans become a global trend.

~ Some critics argue that flavor accessories could undermine the effectiveness of flavor bans and maintain the appeal of smoking. What is your response to these concerns?

M: Flavor bans are controversial and can encourage the black market, increasing insecurity. We offer legal and safe products that meet real consumer demand, avoiding the risks associated with illegal, low-quality products.

~ How can market demand be balanced with public health concerns in developing flavored products?

M: Flavor bans are difficult to enforce strictly and can result in illegal, low-quality products that harm health. We believe that our flavor accessories while increasing the cost and complexity of use, offer consumers a safer and more regulated solution.

~ What role does consumer education play in your business strategy, particularly regarding safety and potential benefits?

M: We educate consumers on the importance of quitting smoking and vaping as soon as possible and on the safer options available. If quitting smoking or vaping is difficult, we recommend choosing safer solutions like ours.

~ Since its founding, what lessons has FiltSe learned that could be useful for other tobacco and alternative products industry companies?

M: Do not overestimate the enforcement of flavor bans or underestimate the power of the black market. Complying with laws and regulations is crucial for long-term success and sustainability.

~ What recommendations would you make to regulators seeking to balance harm reduction and the prevention of nicotine use initiation in young people?

M: We support the reduction of tobacco harm and the prevention of nicotine use in young people. However, a simple ban may not be the best solution. We propose strict age restrictions and educational measures.

~ How can the industry collaborate with public health organizations to develop more effective and balanced policies?

M: Through dialogue. For example, we believe that strict age restrictions for purchasing nicotine products are a better solution than pushing consumers to the black market. Collaboration with public health organizations is essential to create balanced policies.

~ What impact do you think future flavor bans could have on innovation and the industry’s ability to meet consumer demand?

M: Flavor bans complicate innovation and limit the industry’s ability to meet consumer needs. However, we will continue to adapt and seek creative ways to innovate within the regulations.

~ How does FiltSe ensure that its products provide real value to users in terms of experience and harm reduction?

M: Flavor is one of the main consumer needs. Although changed in form, we have ensured that flavor substances do not compromise the experience or harm reduction, providing safe and high-quality products.

FiltSe’s innovative response to flavor bans showcases the interaction between regulation, market demand, and corporate strategy.

By developing products that adapt to legal restrictions while meeting consumer preferences, FiltSe has positioned itself as a key player in the evolving tobacco and nicotine industry landscape.

As flavor bans continue to shape the global e-cigarette market, FiltSe’s pioneering efforts provide a roadmap for navigating these changes.

The emphasis on commitment to quality, safety, and customer satisfaction makes it clear that they will continue to be a key player in the industry, offering products that enhance the user experience while complying with regulatory standards.

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