Flavour of the Month: Electronic Cigarettes By Montserrat Sanchez, E-Liquids & Flavour Innovation Leader at Vype UK

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Have you attempted to describe the taste of food or drink to someone who has never tried that particular product before? What adjectives do you use – sweet or savoury, spicy or smooth; full of fruity freshness or does it pack a punch with a cool kick?

Would your friend be able to appreciate the full flavour if you described something in these simple terms? Perhaps not. There is more to flavour than taste alone. So when it comes to developing e-cigarette devices for adult smokers and vapers, we do a huge amount of work and are passionate about creating the unique sensory experience that consumers get from our innovative eLiquids and flavourings.


Flavour is more complex than just taste. It’s a multidimensional experience. That’s why at Vype, when designing new sophisticated flavours, we use a flavour wheel approach – similar to that of a mixologist – to craft distinctive and layered flavours that include all the different aroma territories (fruit, floral, velvety etc) but also cover the main taste and feeling sensorial descriptors to provide more delicious, diverse and complex flavour profiles.  For example, when it came to releasing a limited edition fruit collection for the summer, we didn’t just settle for a broad “strawberry” taste, but instead devised the “Strawberry Smash” – a juicy fusion of sweet strawberry with fruity green notes, providing a cool, crisp vaping sensation.

We don’t take our mixology role lightly. Like a master chef working hard in the kitchen, we strive for the highest standards of quality – only using pharmaceutical grade nicotine and food grade ingredients. Our flavour scientists analyse every chemical compound in Vype devices and eLiquids, so we are delivering the most satisfying vape possible with taste that you can trust .

We recognise that consumers are complex and curious. They want different vaping experiences and tastes at different times of the day or for different moods. That’s why through our mixology process, we create 33 recipe cards (available in our Flavour Lab) to inspire our Vype consumers; based on the carefully crafted Vype flavours to enable consumers to explore and create their own favourite flavour combinations

We don’t believe that a flavour pallet should be a static selection so we are constantly innovating to create broader flavours and different sensory experiences for vapers.  We  continuously experiment, innovate and evolve in order to offer consumers something new. So watch this space, as a new range of exclusive flavour experiences is upon us.

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MasterChef Finalists Hosted a Charity Dinner For More Than 60 People

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Ten of the MasterChef: The Professionals finalists hosted a charity dinner for more than 60 people on Monday 27th March. The dinner was hosted at The Frog E1 which is in Shoreditch. The event was held in order to raise some money for the SSAFA which is an Armed Forces Charity. The dinner was said to be a success and enjoyed by those that attended.

It has also been revealed that the proceeds that were made for the charity raffle on the night of the event and the ticket sales reached more than £9.4k. This money will go to SSAFA which will be used to help the charity continue with their lifelong support of serving personnel, veterans and their families.

SSAFA is an Armed Forces charity that was formerly known as the Soldiers, Sailors, Airmen & Families Association works to deliver lifelong support for anyone who has ever served or is currently serving in the Navy, British Army, and Royal Air Force. This includes anyone who has been a reservist for any of the Armed Forces. The charity consists of a network of more than 6,500 volunteers that help 55,000 people. The charity work to help anyone from World War II veterans to the families of the servicemen and women that have been wounded or killed in Afghanistan.

Adam Handling alongside his fellow participant Andi Walker were the MasterChef: The Professionals 2015 finalists took the decision to host the dinner after hearing the story of a War Hero Albert Simpson that had £10,000 taken from him by con artists that were selling him fake arthritis medication. They then took it upon themselves to raise money for veterans.

This event is the second in a number of different charity dinners that the finalists will be hosting. The first even took place in November 2016 and was a dinner that raised money for the charity Dementia UK.

As part of the event, guests enjoyed a 5-course meal that was cooked by the television competition show finalists. Other chefs that are involved in this string of events include Elly Wentworth, who was runner up on the show last year, and Mark Stinchcombe the winner of the 2015 series. At the event, guests were served by military personnel.

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Putting Matcha on the Menu

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For nearly a thousand years matcha has been an integral part of Japanese tea ceremonies, where it is said to help create a perfect environment for relaxed communication between host and guests.

A newcomer to the market, PureChimp, are looking to put matcha on more people’s menus and show us how versatile it can be. They hope to encourage the use of the green powder in baking with the launch of their new flavored matcha range…


What is matcha?

Matcha doesn’t look like the tea we’re used to seeing in Britain, but instead is a green powder made from very finely grinding tea leaves picked from plants which, for three weeks before harvest, have been grown under shade.

Growing the tea under cover results in the leaves containing increased amounts, compared to normal teas, of both caffeine and another natural chemical called theanine, which gives the tea specific health benefits.

Why use matcha in baking?

  • Matcha is renowned for being packed with healthy anti-oxidants and also provides a mellow caffeine boost, giving you ‘the buzz, without the fuzz’
  • It adds a subtly sweet green tea flavour to dishes
  • It’s vibrant green colour creates visually stunning treats
  • As it comes in powder form, its super versatile and you only need to use a little

Why choose PureChimp?

There are various different types and grades of matcha available. Some of the most recent additions to the market include ‘matcha tea bags’, but real matcha only comes in a powder form.

Matcha powder varies in quality due to a number of factors, ranging from where on the tea plant the leaves are picked to how they are ground. Only the very highest quality teas make it to become Japanese Ceremonial Grade matcha.

British brand PureChimp are hoping to make high quality matcha, and its benefits, accessible to everyone with their recently launched 20g serving packets of Japanese Ceremonial Grade matcha. Coming in handy re-sealable pouches, containing only 100% natural matcha and with 5% of profits going to charity, at just £4.95 for 20 servings PureChimp offer the perfect way to trial this Japanese speciality.

There are three flavours of PureChimp matcha powder available, original, mint, and lemongrass; making the taste and creativity opportunities even more exciting!

Visit www.purechimp.com for more details or to buy.


A bit of inspiration to get you started…


Matcha & Raspberry Chocolate Bars

Courtesy of Eliza Brook


  • 100g white chocolate
  • ½ tsp PureChimp Matcha 
  • 50g freeze-dried raspberries (whole or crumbled)


  1. Line a baking tray with parchment paper and set aside.
  2. Place 2/3 of the white chocolate in a double boiler or a bowl placed over a pot of steaming water (medium high heat), stirring constantly until melted (5-10 minutes).
  3. Add matcha powder to the bowl and stir until the streaks disappear and the chocolate is uniform in colour.
  4. Pour the melted chocolate onto the parchment-lined baking tray. Sprinkle your frozen raspberries on top. Gently press the toppings into the chocolate to make sure they stick.
  5. Refrigerate for 30 to 40 minutes, until chocolate is set and can be broken into chunks. Enjoy 🙂

Lemon Matcha Jelly Bars


Courtesy of Joseph Legg



  1. To make the jelly, follow gelatin packet instructions but only add half the water the packet states (this is to make a firmer jelly).
  2. Per 250ml of jelly mix, add the honey and PureChimp Lemon Matcha and whisk thoroughly.
  3. Pour the Jelly into a tray around 5mm thick and place in fridge until set.
  4. Melt the white chocolate and pour a 3mm layer into a silicon chocolate bar mould and leave to set in the fridge.
  5. Once set, cut the Matcha jelly into strips and lay in the chocolate moulds.
  6. Top the mould up with more melted chocolate and leave to set in the fridge.
  7. Push the bars out of their moulds and garnish with lemon zest.


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Kenyan Farmers Experiencing a Boost in Their Incomes

By Posted on 2 m read

The incomes of 20,000 Kenyan farmers will be experiencing a boost in their incomes because of ‘Afrocados’. These organic avocados are available to buy in Europe and were originally sourced from just South Africa. However, a change in the last few years has seen that more produce is being imported from around 20,000 different farmers in Kenya.

The Netherlands based distributor Eosta are a leading distributor that has started to import more of the Afrocados from Kenya. This produce is coming from smallholders who only have a small number of trees. However, the high price for the avocados mean that their income has increased by as much as ten times. At a time when Kenya is suffering from droughts, the extra boost in income has been a great help for a great number of the country’s farmers. The droughts began in 2014 and were mainly in the east of the region. To begin with Eosta’s supply of avocados were unaffected as they were taken from Nairobi in Kenya which usually has a great deal of rainfall. However even this area is starting to feel the effects of the drought. Luckily for the area, and Eosta, the local avocado trees are proving to be drought resistant. Because of this the avocado fruit is still being produced but they are slightly smaller than before.

The Hass Afrocado are similar to the South American Hass avocado, and experts believe that the offer the same quality, they are just a slightly different shape. By exporting their avocados, the lives of the small scale farmers in Kenya are improving massively. Before, farmers used to grow food for themselves and the local market, but now a premium price is being paid for them to export their goods to Europe. The extra money is going into better housing, roads and medical facilities.

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