Category: Bo Stories

After hitting a few road bumps during its launch in the U.S. market, MMS Distribution’s Bo is back in the nicotine salt category with a with a revised manufacturing process.

Conçu pour être plus petit et plus facile à utiliser que les modèles de type «box» actuellement sur le marché, le dispositif à système fermé de Bo Vaping semblait parfaitement adapté au marché américain, où les vapoteurs ont trouvé que beaucoup de systèmes disponibles étaient trop encombrants, et complexe. Sauf que, en raison de problèmes de fabrication, le lot de produits importés aux États-Unis en 2016 a été entaché de problèmes, notamment de CAPS qui perdaient du liquide, ou qui encore qui semblaient décolorées ou brûlées.

Pour remédier à ce problème, JWell, la société qui fabrique le produit, devait reconfigurer le processus de fabrication afin de résoudre ces problèmes. «Nos CAPS de nouvelle génération sont désormais étanche et raviront les anciens utilisateurs de Bo,» a déclaré un porte-parole de la société, soulignant que les principales caractéristiques des CAPS incluent une forte autonomie de la batterie, un temps de charge de 15 minutes, un contrôle de la température, et un design élégant et sophistiqué. Bo Vaping a toujours été très fier de ses appareils de qualité supérieure.”

La société reste attachée aux CAPS, qu’elle considère comme la bonne option pour les consommateurs américains soucieux de l’expérience utilisateur, qui recherchent un appareil portable, facile à utiliser. «Nous estimons que notre base de consommateurs préfère ne pas remplir leurs CAPS», a déclaré le porte-parole. “Ils recherchent quelque chose d’un peu plus convivial, pour ainsi dire.”

Aux États unis, Les Bo CAPS sont proposées en quatre saveurs: tabac au caramel au beurre, melon, tabac d’or et menthe glacée. “Ils auront toujours la même taille de 1,6 mL et seront compatibles avec la conception de notre appareil d’origine, mais nous offrons maintenant aux consommateurs la possibilité d’essayer toutes les saveurs sans avoir à en acheter plusieurs”, a déclaré le porte-parole, qui a ajouté que la société ne propose actuellement que 5 concentration en nicotine en pourcentage. “Mais gardez un œil sur nous, car les niveaux les plus bas sont de retour sur le marché sous peu.”

Pour s’assurer que les consommateurs reconnaissent le nouveau Bo, JWell a également repensé l’emballage en choisissant un arrière-plan blanc et un lettrage noir pour un look épuré. «Ce sera plus accrocheur dans les magasins, et le nouveau présentoir n’occupe qu’un quart de la taille de l’ancien», a déclaré le porte-parole. Avec le pack unipodal, nous avions la simplicité en tête. »En fait, la devise de la marque est: Bo. Just Simple.”

La société surveille la concurrence des produits qui ont réussi sur les marchés étrangers, mais JWell ne considère pas cette catégorie comme une menace pour Bo. «Nous pensons qu’il s’agit d’un type de client différent, qui ne craint pas de sentir encore la cigarette. Nous sommes convaincus que les effets seront minimes, mais nous garderons un œil dessus, car ces produits ne sont pas encore disponibles aux États-Unis.”

La réglementation de la Food and Drug Administration (FDA) aux États-Unis pourrait toutefois poser problème, a déclaré le porte-parole. “La réglementation est bonne pour un marché. La réglementation excessive est mauvaise. La question qui se pose est de savoir qui sera cette question: une réglementation saine pour aider à la maturation de ce marché ou une réglementation excessive pour qui va l’étouffer ?

Quelle que soit l’issue de la FDA, Bo Vaping est prêt à affronter le climat réglementaire à venir, a déclaré le porte-parole. «La réglementation n’est pas nouvelle pour nous et, avec l’aide de notre équipe juridique et de conformité de Morgan Lewis et d’Arcus, nous nous sentons prêts à tout.”

BO VAPING KNOWS

Learn the name before it’s too late: BO Vaping is a powerful e-cig device that has wowed industry vets and power players. Here’s why it appears to be ready for a big 2018.

If we’ve learned anything from the technological advances in computers, video games and cell phones over the years, it’s that every couple of years a new product comes out that changes the game. It’s the same in the world of vaporizers and e-cigarettes too — it’s a quickly changing marketplace where technological advancements and new functionalities are constantly giving consumers better options. Well, the team behind BO Vaping is confident it has a game-changer on its hands and is gearing up for an exciting 2018. Meet the BO One, an e-cig that is wowing experts and has
secured a distribution deal around the U.S. that could make it a household name in its market by the end of 2018. It’s a closed-end device that uses    e-liquid caps and packs enough power that major industry players are confident in its success.

“There’s a lot on the market,” says Chris Fiumara, the president and CEO of MMS Distribution, which is overseeing BO’s take-off this year. “But none that compare to BO. We think it’s the superior product, and not just from a marketing standpoint. It doesn’t just look great, it’s functionality is better
than anything else on the market.” Before we get to the functionality, let’s pause for a second to acknowledge that, yes, the BO is sexy. It’s sleek, aesthetically pleasing and well-designed. It’s also got some real power under all that e-cig sexiness. Now, a few particulars on what’s under the hood:

• BO’s battery measures at 380
MAH compared to the 200 MAH
offered on competing devices.

• It charges in 15 minutes, while
competitors take at least 25
minutes and sometimes up to 90
minutes.

• BO’s pods hold 1.6 ML compared
to the competition’s 0.7 or 1.0 ML.

• Another selling point is BO’s
lifetime warranty and its depend-
ability, as its defect ratio falls well
lower than industry norms.

BO’s closed-end system means that its flavor pods are nonrefillable and disposable, making it incredibly easy to use and customize. With that, BO sells six different flavored pods — from Fresh Cut Tobacco to Fresh Mango and Jelly Mixed Berries, plus a variety of skins, designs and a customizable charging station. “Those are the key factors that consumers care about,” Fiumara said, after listing off BO’s various specs and customization keys. “Those are some of the factors that led us to go after the product aggressively.” MMS is a major player in the distribution world — with the power to get items into 50,000 to 80,000 stores. While it carries 7,000 to 9,000 products at a time, it usually hones in one product each year that it thinks has a chance to grow in a huge way. This year, it picked BO to push alongside its everyday items such as lighters, rolling papers and energy drinks. “Our platform touches major convenience stores, major chains,” Fiumara said. “A little different than what the vape industry is used to. We’re dealing with national chains and national distribution.” In a way, it’s sort of like when a major record label discovers a talented artist and wants to give him or her a big national push. “We’ll make you a star,” they might say, and that’s the case with MMS and BO too. MMS saw something in BO’s product line that got it excited enough to give the product a huge push. But the original BO brain trust is still involved and working right alongside MMS.

“What we try to do is sift through muddy waters and go to shows that companies of our size wouldn’t go to,” Fiumara said. “And try to find diamonds in the rough. A lot of people have great products but they don’t have a way to get them out there. We find products that we feel have big potential.” Fiumara has been at this long enough to know when his company has found a product with potential and that’s what he thinks he has here. BO started in Europe, but also has parts that are made in the U.S. And the U.S., it appears, is now primed for BO to make an impact. “Just because we have scale,
doesn’t always mean a product is going to be successful,” Fiumara said. “But we’re confident that this product is that good and that a great percentage of people who try it will become users of it.” It’s an exciting time for both companies, but that’s how it is when you’re confident you have a hit on your hands. “Once every few years, we come across a diamond in the rough that we put a bunch of resources toward,” Fiumara says. “It’s rare that we’re putting as many resources as we’re putting into this.” So that should tell you all you need to know about BO.

FOR MORE INFO
• bovaping.co
• contact@bovaping.co
• (516) 373-2400
• @bovaping_us on Instagram

MMS Distribution is looking to bring a European success story to America— and to bring more smokers into the vape fold in the process.
BY JENNIFER GELFAND

IN THE VAPOR WORLD, delivering a better vaping experience has long been viewed as the only way the industry will succeed at convincing smokers of conventional cigarettes to make a switch. On the home front, innovation hasn’t been easy, especially with the uncertainty around U.S. Food and Drug Administration (FDA) regulation and the question of whether new devices will be able to stay on the market. So when MMS Distribution got the opportunity to sell Bo—a closed-system device winning rave reviews in Europe—stateside, CEO Chris Fiumara jumped at the chance. “In the last three years, we haven’t seen any thing of superior quality and design introduced,” he says. “A lot of closed-system devices have leaking issues or insufficient battery capabilities. Bo was developed to give vapers both convenience and quality.”

The Quest for Quality

Bo’s journey began in 2015 when JWell Group, a top e-cigarette manufacturer and retailer in Europe, decided to develop a vapor product that would be smaller and easier to use than the “box-style” designs currently on the market. Closed-system devices offered a better
vaping experience than e-cigarettes, but many customers found the devices too cumbersome and the need to change the coil and add e-liquid too complex. “The main issue in manufacturing a small-size product was to be able to provide a good vaping experience to the customer so they can have a decent amount of vape and some nice flavors to increase the chances of quitting smoking through an easy and enjoyable experience,” according to the research and development team at JWell. “Battery life was also an issue.” After nearly a year of R&D, JWell developed a pocket-sized device with a battery that could last the day and that offered a vaping experience comparable with larger devices on the market. It was an immediate hit. Featuring a 380 mAh battery with a 15-minute charge time, Bo is equipped with a 1.5 mL pod and comes with a lifetime warranty. Bo uses a salt-based e-juice that improves the vaping experience, adds Fiumara. “Nicotine salt allows the nicotine to metabolize faster so the person vaping gets more immediate satisfaction, similar to that of a real cigarette, without the unhealthy, unwanted effects of smoking,” he explains, noting that the juice is made in the U.S. and does not contain any diacetyl, ambrox or acetyl propionyl. The Bo One vaping kit includes the Bo One pod vape device, a magnet USB charger and two e-liquid caps at an MSRP of $39.99.

E-liquid caps are currently available in six flavors—iSee Mint Ice Menthol, Kiwiberries, Fresh Mango, Jelly Mixed Berries and Apple Juice—with nicotine contents ranging from 3.5 percent to 5.5 percent. Quickly embraced in Italy, the U.K., Germany, China and other markets overseas, Bo got a slower start when it was launched in the U.S. 19 months ago by a regional vape shop. However, MMS took over exclusive distribution of the product in August 2017 and has ambitious plans to build the Bo brand in 2018. “In the first quarter of 2018, we are prepared to spend $12 million on advertising and promoting the brand, including a mix of national television, radio and print campaigns, as well as social media and promotions and sampling at the retail level,” says Fiumara. He and team members from JWell recently shared their vapor market insights and plans for the product in the following interview with Tobacco Business.

Tobacco Business: Can you tell us about any new developments you have planned for Bo? Are there any new products or offerings in the works?

Chris Fiumara: Not exactly what we would call “new” products, as [the FDA’s deeming rules] state that products must have been on the market or registered before Aug. 6, 2016, which means we are really limited to the product lines that JWell had out in the States prior to that date. Fortunately for us they had some great products out in the States that were never marketed to scale [so] we can continue to pull from those from an expansion standpoint.

How does the vapor market in the U.S. differ from the market in Europe? From a retail channel or customer perspective, are there significant differences? What are you doing differently here with regard to marketing your product?

JWell: The European market and the U.S. market are very different for many reasons, one of which is legislation. For example, Europe does not permit the sale of any liquid with a nicotine level above 2 percent, or 20 mg, so in that market we offer juices with 0 mg, 8 mg and 16 mg of nicotine to meet that restriction. In the U.S., you can go higher with nicotine levels. Also, European legislation does not allow any advertising in “regular” channels, such as radio, TV [and] newspapers, so we can promote the product only through specialized magazines and at trade shows. However, our main advertising is through our loyal customers who recommend the device. We are very grateful for that.

What is your view of the growth prospects for the category as a whole in the U.S.?

Fiumara: Most experts see the global vaping market reaching $42 billion to $47 billion by 2025. We see more and more people each day quitting conventional, more harmful cigarettes and switching to vaping as their next step before quitting. We hope Bo is instrumental in helping those people.

What are your goals for the brand in the U.S.?

Fiumara: We want consumers to be so happy that they have absolute brand loyalty. Most companies these days pretend they care so much about their customers but do not properly convey that to the consumer. We want Bo to be the name you think of when you think of closed-end vaping devices. We know it is a hard goal to obtain, but we think it will happen.

What advice would you give to retailers to make the most of Bo’s potential?

Fiumara: Educate your customers, use the materials provided to inform customers that when they are buying Bo, they are buying the top-of-the-line system. It’s like any other product; educating the customer is key so they know why they are buying Bo over something else.

How price-conscious are closed-system vapor device consumers? Fiumara: I think customers are starting to see that, in the closed-system world, cheap becomes expensive. The first-time buyer might buy a less expensive pen, only to find that it leaks or doesn’t function properly—or ends up not working at all. But they enjoy using a vaping device and go on to buy a more reliable, warranted system like the Bo, where they spend the money once and never have to buy another device.

How do you ensure product quality and consistency?

Fiumara:I would say right off the bat that our factory setup in general separates Bo from most every device. Production of most competing devices is outsourced to a Chinese factory that does private labels. Our factory is dedicated just to our device, and production is overseen by a group of inspectors from MMS Distribution in the States, as well as JWell in France, who work directly with our manufacturing facility and are on-site day in and day out. We also have a vigorous quality-control process and a testing facility.

How concerned are you about FDA regulation? What changes have you made or do you plan to make to your business to prepare for the agency’s deeming regulations to take affect?

Fiumara: We, like any other compliant company, will continue to abide by any law or regulation the FDA has planned for the industry. Regulation isn’t always as bad as most think; we have a view that the FDA regulations might weed out some companies that perhaps are not following the proper guidelines. In the meantime, we have retained the most capable law firm that specializes in this arena and will rely on them to keep us ahead of the curve of any future regulations or changes that may come to the market. TB