Morrisons has struck a new concession partnership with The E-Cig Store to install dedicated vape pods, kiosks, and external units at supermarket entrances, beginning with a launch in Rotherham and a trial plan targeting more than 400 locations. The format mix is designed to maximize visibility and convenience while offering a broad range of vaping products and nicotine pouches to adult shoppers.
The E-Cig Store positions the rollout as more than a straightforward retail footprint play. Alongside merchandising, the company says it will provide brand activation opportunities—such as in‑store launches and experiential campaigns—supported by digital engagement. The initiative’s stated focus includes innovation, adult consumer education, and harm reduction for smokers transitioning away from combustible products.
Competitive Landscape
- VPZ, a direct rival to The E-Cig Store, already operates seven units inside Morrisons and has its own expansion roadmap.
- VPZ has clarified its relationship with Morrisons remains unchanged, indicating Morrisons will run parallel partnerships rather than a single exclusive arrangement.
- For brands, dual-concession strategies could widen access to supermarket shoppers but will likely intensify competition for placement, pricing, and promotional windows at store level.
Regulatory Overhang: New UK Vape Duty
- The UK government will introduce an excise tax on nicotine-containing e-liquids from October 2026 at £2.20 per 10ml.
- Duty stamps will become mandatory across all e-liquids, a measure intended to tighten compliance frameworks and curb counterfeit trade.
- Retail prices are expected to rise as the duty flows through supply chains; concession partners will need to adapt pricing, inventory systems, and staff training to the stamped product regime.
What To Watch
- Rollout cadence: How quickly The E-Cig Store scales from the Rotherham pilot to the targeted 400+ sites, and which formats (in‑store pod vs. kiosk vs. external unit) prove most effective for footfall and conversion.
- Category breadth: The balance between open‑system e‑liquids, disposables (where allowed), closed‑pod devices, and nicotine pouches as shopper behavior and local restrictions evolve.
- Education impact: Whether in‑store guidance measurably supports adult smoker switching, and how harm reduction narratives are executed responsibly at retail.
- Coexistence with VPZ: Operational clarity within the same supermarket estate—SKU overlap, brand exclusivities, pricing strategy, and promotional timing.
- Duty transition: Supply chain readiness for stamps, SKU relabeling, and the potential acceleration of legitimate channels at the expense of illicit market share as enforcement tightens.
Bottom Line
Morrisons is leaning into a multi-partner vape concession strategy that could reshape how adult consumers encounter vaping products in mainstream grocery. The E-Cig Store’s activation- and education-led approach aligns with a harm reduction pitch, but the economics will be tested by the incoming 2026 vape duty and stamp regime. If executed well, the model could expand brand reach and standardize compliance at scale—while sharpening competition in one of retail’s most closely watched categories.
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