Supreme undaunted by disposables ban, but expands portfolio with Clearly Drinks

Supreme, one of the main distributors for the Lost Mary and Elf Bar disposable e-cigarette brands, has expanded its non-vaping portfolio by purchasing beverage manufacturer Clearly Drinks for £15m.

Although the company did not explicitly link the deal, the timing is notable due to the anticipated move to ban disposables in the UK.

The company said the deal added to the diversity of its growing fast moving consumer goods (FMCG) portfolio, which now included sports nutrition and wellness, lighting and batteries on top of its own vaping products plus the distribution deal signed with the owner of the Lost Mary and Elf Bar brands.

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Freddie Dawson

Senior news editor
Freddie studied at King’s College, London and City University and worked for publications including The Times, The Malay Mail, PathfinderBuzz and Solar Summary before joining the ECigIntelligence team. He has extensive experience in covering fast-moving consumer goods (FMCG), manufacturing and technological innovation.

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