12th May 2008

No smoke without fire — or is there?

Strolling through the packed Publican Live show in April, we were amazed to spot people apparently smoking cigarettes on their stands. Closer inspection revealed that two companies – namely SuperSmoker Ltd and Gamucci were there peddling their electronic ciggies, which are designed to help smokers beat the smoking ban.

These 'cigarettes' contain no tobacco and do not burn, rather they consist of a microchip and a harmless liquid that, when the user inhales, turns into a virtually odourless vapour that looks like smoke, but in fact is not smoke – the ‘smoker’ even gets a hit of nicotine. Yes, the products look very like a normal cigarette, but as there is no tobacco or smoke, these varieties can be legally used in any public areas that are covered by the smoking ban.

Umer Sheikh of Gamucci UK says: “We have a vision of helping to create a smoke free environment around the world by offering clean smoking without tobacco, tar and the thousands of other carcinogenic chemicals found in traditional cigarettes.”

Both brands are claiming excellent feedback and encouraging sales. Here at Essentially Catering the jury is out on the matter.