Published On: 2020-05-27

Since Wednesday, 20 of May 2020 the sale of menthol cigarettes and cigarettes with taste capsule has been banned in the European Union. New regulations were introduced by the EU Tobacco Directive.

The Tobacco Directive, which was adopted in the EU a few years ago, among other things, sets out, the prohibition of the use of flavours in analogue cigarettes. The ban, however, does not apply to electronic cigarettes, tobacco heaters, and menthol cigars and cigarillos.

a cigarette and mint leaves crossed with red lines, and a text: menthol cigarettes banned in the EU

Say goodbye to the menthol, or choose alternative menthol option

8% of cigarette smokers in the EU used to smoke menthol cigarettes – and they have just become potential menthol e-liquid customers. This equals $11 billion in yearly sales.

Menthol cigarettes have generated $11 billion in sales across Europe. While the ban has meant to push smokers to quit the addiction, some of them (e.g. 16% in Poland) declare switching to alternative products, including e-cigarettes. Assuming 10% of menthol cigarettes smokers switching to alternative products, that still means over $1 billion that has a chance to flow into the e-cigarette industry.

Are you going to take your piece of this cake?

The sale of menthol cigarettes has been banned throughout the EU, but customers still need menthol-based products. Provide your new potential customers with what they expect – best quality menthol e-liquids. Depending on the country you are going to target, the percentage of menthol cigarette smokers varies between countries: Estonia: 27%, Finland: 14%, Sweden: 8%, Norway: 8%, UK: 7%, Denmark: 6%.

The special case of Estonia

Estonia has been known for one of the toughest <strong>regulations for e-cigarettes</strong>, but due to EU banning menthol cigarettes, Estonia legalized menthol e-liquids. Market share as high as 27% of menthol cigarettes in this country was one of the biggest in the EU according to Nielsen data. From the 4th of May, menthol e-liquids are legal in Estonia, which means that the game for e-liquid brands on this market has already started

Is this the right time to launch your own e-liquid brand?

The space in the market for the new brands is created, so this may be the perfect moment for introducing your own brand. If this is what you consider, don’t hesitate to contact our sales advisors, who have experience in helping companies introducing new e-liquid brands into the markets – e-mail us at If you would like to learn more about e-liquid brand development, be sure to read this article.

No market tolerates any gaps. Similarly is the e-cigarettes and analogue cigarettes market, due to the gap in the industry, a good idea in the current market situation may be the implementation of the menthol e-liquid line.

Chemnovatic, as a producer of raw materials for the production of e-liquids in its aroma offer also presents a menthol-based line of flavours. Try our well-known menthol Molinberry flavours manufactured by Chemnovatic

  • carefully selected for e-liquids application
  • highest quality and safety confirmed by certificates
  • flavours in conformity with European food flavours regulations 1334/2008
  • do not contain colourants, preservatives, or GMO
  • acetylpropionyl, acetoin and diacetyl FREE

Make your menthol flavours even more cool

Sometimes concentrated flavouring alone is not enough to get a desired taste of e-liquid. That is why Chemnovatic offers a series of the most common additives for e-liquids which are made of top-quality ingredients and help to improve your liquids recipes. If you want to make the taste of your liquids even more vivid and multidimensional, try our menthol and cooling additives. Among the most popular Chemnovatic cooling and mint flavour enhancer you can find:

Menthol Liquid gives a cool, minty and refreshing aroma. Through its diverse applications, it could be used in juices requiring that cooling effect and mint taste. Goes best with flavours such as drinks, fruits, tobacco and sweets. Learn more here.

Menthol Crystal is mainly added to obtain cooling, minty and refreshing aroma. Through its diverse applications, it could be used in every liquid which needs cooling effect and mint taste. The best blends will be with such flavours as drinks, fruits, tobacco and sweets as well. Learn more here.

Cooler is great for achieving a fresh, cooling sensation. It does not contain any menthol and gives a similar sensation to Koolada. Learn more here.

Koolada gives that „cold” feeling at the back of the mouth. Great for ice candy flavours. It does not have a taste as such but works great with menthol. Learn more here.

Get in touch with us

We are always willing to talk about inspirations and trends in the vape industry. At the same time, our advisors with pleasure will talk about some possible areas of cooperation and ways in which we can help you to develop your ideas and how to turn them into real sales success! Do not hesitate, we are here to listen and help you, contact us at

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  1. Neeru Menthol 2020-08-08 at 06:48 - Reply

    Thanks for sharing this kind blog information, its very informative.

    • 2020-08-10 at 09:01 - Reply

      Thank you! If you’d like to stay in touch with us and receive more valuable content regarding vaping industry, please join our mailing list here:

  2. javed 2020-09-20 at 17:35 - Reply

    this site is best site is vap is provide for more information thanks for sharing .

    • 2020-09-21 at 09:30 - Reply

      Hi Javed! Thank you for your comment :) Stay tuned to get even more interesting articles from the vaping industry. Subscribe to our newsletter: :)

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