AN E-LIQUID company is set to extend its reach after a successful supermarket trial.

Blackburn-based Vape Dinner Lady, established in the Summer of 2016 by entrepreneur, Mo Patel, has launched a selection of its most popular flavours into around 500 Asda stores nationwide.

The momentous move follows a successful trial at Asda, Hereford, and marks an important landmark for the firm.

Among the flavours on offer will be Lemon Tart and Apple Pie, but will continue to offer its full range of award-winning products to independent vape stores, both on the high street and online.

The company, which launched less than two years ago with just two employees, has announced a turnover of a cool £12 million pounds – all thanks to the burgeoning trend for vaping and the nostalgic tastes and smells of traditional school puddings.

Today, the company employs over 50 staff (within a larger Group structure), and is forecasting rapid growth over the next 18 – 24 months, with a projected annual turnover of £15-£18 million by its second birthday.

Mr Patel said: “Vape Dinner Lady has always been known for shaping the industry. We see this move as a huge step forward for the vaping industry and community. When a company such as Asda embraces the e-liquid market, awareness of vaping in general will increase.

"There are 10 million smokers in the UK that we want to help switch to vaping. Being available at Asda stores 24/7 is such a huge benefit to vapers and will increase demand for quality e-liquids across the board.”

Leigh Vance, Asda Buying Manager - Kiosk, Front of Store, said: “We’re really excited to significantly extend our e-liquid range at Asda. E-liquid is a fast-growing market and Asda wants to ensure that customers can purchase these products in a fast and friendly environment for good value.”

The firm has clocked up no less no less than 13 international awards, including ‘Best E-liquid' for “Lemon Tart” at the Hall of Vape Expo in Stuttgart Germany, and most recently, “Best Dessert” at Vape Jam in London.

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