The Most Popular E-Liquid Flavours in the UK
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- Fruit and menthol dominate the UK top ten. Berry blends with a cooling finish outsell everything else, which is why Zingberry and Mr Blue sit at the top of the list.
- Tobacco and dessert still have a loyal following. RY6 is the flavour most ex-smokers settle on, and vanilla custard is the reliable end-of-day change of pace.
- The flavour matters less than the ratio. 50/50 bottles for pod kits and mouth-to-lung tanks, 70/30 for sub-ohm tanks and mods. Get that wrong and even a great flavour tastes burnt.
- Try before you commit to bulk. A 10ml or a 100ml tells you whether a flavour survives an all-day session. A 500ml of something you dislike does not.
- Browse the full range in shortfills, 10ml bottles and nic salts.
What makes a flavour popular in the UK
Popularity in a UK vape shop is not the same thing as a good review. The flavours that sell in volume are the ones people can vape all day without getting tired of them, and that rules out most of the heavy, sugary recipes that taste exciting for the first tank and cloying by the third. An all-day flavour needs to be clear, reasonably simple and slightly cooling.
That is why the top of the list looks the way it does. Berry blends with menthol take the biggest share by a distance, partly because so many people came to vaping from menthol cigarettes and partly because berries and ice are forgiving at every wattage. Straight menthol, single fruits and one or two tobacco recipes fill most of the rest. Desserts and drinks flavours sell steadily rather than spectacularly, usually as a second bottle rather than a main one.
Flavour and format also travel together. Sweet icy fruits sell mostly in 10ml and nic salt form because that is what pod kit users buy, while deeper recipes sell in 100ml and 200ml shortfills because sub-ohm tanks bring out the detail. If you are unsure which camp you are in, our guide to shortfills vs 10ml e-liquid sorts it out.
The ten flavours UK vapers reorder most
These are the recipes that come back in basket after basket. Each one gets a short note on what it tastes like and who it suits, plus the format it is usually bought in.
1. Zingberry (Heisenberry) by Kingston
The single best seller on the site and the closest thing the UK has to a default flavour. Ripe blueberry leads, a wave of cool menthol follows, and a faint aniseed note on the exhale gives it the mysterious edge the Heisenberg-style recipes are known for. It is sweet without being sickly and cold without being harsh, which is exactly why people buy it half a litre at a time. If you have never tried it, start small and work up.
Profile: blueberry, aniseed, menthol. Best in: sub-ohm tanks at 70/30. The smaller Kingston 100ml comes in 50/50 if you vape a pod.
2. Mr Blue by Vintage
Mr Blue is the mixed berry and ice recipe that most brands have a version of, done properly. Blueberries, blackberries and raspberries sit over an icy menthol finish, so you get depth from the darker fruits and a clean, cold exhale rather than a sugary one. It is a good pick if Zingberry is a touch too sweet for you but you still want the cooling. There is also a Mr Blue nic salt if you want the same idea in a pod kit at higher strength.
Profile: mixed berries, menthol. Best in: sub-ohm tanks; salt version for pods.
3. RY6 by Hangsen
The tobacco flavour that keeps ex-smokers off cigarettes. RY6 is an oak-smoke tobacco blend, and Hangsen call it the nearest tobacco e-liquid flavour you will get to a traditional tobacco cigarette. It is a comfortable, warm flavour that does the same job at the same time of day. Hangsen sell it in 10ml multi-packs, which is the sensible way to buy a tobacco flavour you will use steadily.
Profile: oak-smoked tobacco. Best in: mouth-to-lung tanks and pod kits; Hangsen mix it 70/30 PG/VG.
4. Cherry Menthol by Signature
A straightforward two-part flavour that punches above its price. Ripe cherry sweetness on the inhale, crisp cool menthol on the exhale, and nothing else getting in the way. Cherry can go medicinal in the wrong hands; this one stays on the juicy side. It suits anyone who wants a simple flavour they will not have to think about, and it is one of the better options in the Signature multi-pack, which is supplied as ten bottles of a single flavour.
Profile: cherry, menthol. Best in: pod kits and MTL tanks at 50/50.
5. HZNBRG by Poison
Poison keep the exact recipe quiet, which is part of the appeal. What you get is a fruity, slightly sharp mix with a cool aftertaste that lands somewhere between a berry blend and a classic Heisenberg. It is a heavier, denser take than Zingberry, and because Poison mix it at 50/50 it will wick in an MTL tank as well as a sub-ohm one. A good second bottle for someone who already likes the style and wants a change without changing category.
Profile: mixed fruit, cool finish. Best in: sub-ohm or MTL tanks; Poison mix it 50/50.
6. Grape Drank by Ruthless
Grape soda in vapour form. There is a proper fizzy, tangy edge to it rather than the flat purple sweetness that grape flavours often settle for, and the finish is clean enough that it does not coat your tongue. It is a genuine all-day option for people who want something sweet but not cold, since there is no menthol in it at all. One of the few drinks-style flavours that sells like a fruit flavour.
Profile: grape soda, fizzy, no ice. Best in: sub-ohm tanks; Ruthless mix it 60/40.
7. Grape by Vado
The other side of the grape coin: no fizz, no ice, just sweet juicy grape with enough tartness to stop it turning into boiled sweets. Vado build it as a clean single fruit, and single fruits are easier to vape for hours than layered blends. It comes in the 10 x 10ml multi-pack, so it is an inexpensive way to find out whether simple fruit suits you better than the berry and menthol crowd.
Profile: ripe grape, light tartness. Best in: pod kits and MTL tanks at 50/50.
8. Ice Menthol by Vintage
Pure frosty mint with no fruit in the way and a clean, crisp finish. Plain menthol never leaves the bestseller list because there is nothing in it to get bored of, and because it is the flavour menthol smokers reach for first. It is also the most useful bottle to own if you like mixing your own blends, since a splash of it will lift a fruit flavour that has gone flat. Available as a 200ml shortfill, supplied at 0mg with room for the nic shots, which is the right size once you know you like it.
Profile: menthol, no fruit. Best in: sub-ohm tanks at 70/30; look for a 50/50 menthol 10ml if you vape a pod.
9. Vanilla Custard by Donut King
Rich vanilla custard wrapped in the sugary, slightly fried note of a fresh doughnut. This is the classic dessert flavour and it behaves like one: lovely in the evening, heavy going if you try to make it your only bottle. It also needs warmth to open up, so it rewards a sub-ohm tank far more than a small pod. Expect it to darken your coils faster than a fruit flavour does, which is normal for anything this sweet.
Profile: vanilla custard, doughnut, sugar. Best in: sub-ohm tanks at 70/30.
10. Thor by Vapour Freaks Zero
Red berries and black grape with menthol behind them, so you get sweet, tart and cold in the same mouthful. Thor is busier than most of the list and that is the point: it is the one to try when a plain berry blend has stopped registering. The grape gives it a darker base than the usual mixed berry ice, and the cooling is firm rather than glacial.
Profile: red berries, black grape, menthol. Best in: sub-ohm tanks at 70/30.
Honourable mention goes to Red A by Kingston, the red fruit, black grape and aniseed alternative to Zingberry. It just misses the top ten, and it is the flavour to try if you like the style and want something fruitier than blueberry.
The ten compared at a glance
If you are scanning rather than reading, this is the shortlist in one place. “Cooling” is how much menthol you will notice, not how strong the flavour is.
| Flavour | Type | Cooling | Best suited to |
|---|---|---|---|
| Zingberry | Berry, aniseed | Medium | All-day vaping, sub-ohm tanks |
| Mr Blue | Mixed berry | Strong | Berry fans who want less sugar |
| RY6 | Tobacco | None | Recent ex-smokers, MTL kits |
| Cherry Menthol | Fruit, menthol | Medium | Simple everyday pod flavour |
| HZNBRG | Mixed fruit | Medium | Sub-ohm users after more depth |
| Grape Drank | Drink | None | Sweet vapers who dislike ice |
| Grape | Single fruit | None | Clean, uncomplicated all-day use |
| Ice Menthol | Menthol | Strong | Menthol smokers and blenders |
| Vanilla Custard | Dessert | None | Evening bottle, sub-ohm tanks |
| Thor | Berry, grape | Medium | Anyone bored of plain berry ice |
Availability changes as brands rotate stock. Check the product page for the sizes and strengths in stock before ordering.
6 of 10
bestsellers are fruit based
20mg
UK legal maximum nicotine strength
10ml
legal limit for a nicotine bottle
Fruit, menthol, tobacco or dessert
Most people settle into one family and stay there. Knowing which family you belong to saves a lot of money on bottles you never finish, so it is worth being honest about it before you order.
Fruit and menthol
The safest place to start and the easiest to vape for hours. Berry blends with ice suit almost every kit and every strength.
Tobacco and dessert
Tobacco suits recent switchers and mouth-to-lung kits. Dessert suits sub-ohm tanks and evenings. Both go through coils faster than fruit, so keep spares in.
If you came to vaping from menthol cigarettes, start with Ice Menthol or a berry and ice blend. If you smoked regular cigarettes, give a tobacco flavour like RY6 a fair run of a week before you write it off, because it takes a few days for your palate to stop expecting smoke.
Match the flavour and the bottle to your kit
The most common complaint we hear about a popular flavour is that it tasted burnt, and nine times out of ten the flavour was fine and the ratio was wrong. Pod kits and mouth-to-lung tanks with coils of 0.8Ω and above need thin 50/50 liquid. Sub-ohm tanks and mods with coils below 0.5Ω are built for thicker 70/30 liquid and will taste weak and watery on anything thinner.
That decides the format as much as the flavour. A 10ml bottle comes pre-mixed with nicotine and is 50/50, so it is the pod kit option and the only way to reach strengths above roughly 6mg. Anything larger is a shortfill, sold at 0mg with space left for nic shots: two shots in a 100ml gives you 3mg. Nic salts are 10ml bottles with a smoother throat hit at high strength, which is why the sweet icy flavours sell so well in salt form.
Brand ranges are worth learning too, because once you find a house style you like you can work through it. The Kingston flavours and sizes guide covers the biggest budget range on the site, and Elux vs IVG compares the two brands that dominate the sweet nic salt shelf.
How to find your next all-day flavour
Trying new liquid gets expensive if you do it badly. This is the order that wastes the least.
- 1
Start from a flavour you already like. Move sideways, not across. If blueberry ice works for you, try a different berry and ice before you jump to custard.
- 2
Buy the smallest version first. A 10ml or a multi-pack of 10mls tells you everything a 500ml would, for a fraction of the outlay and none of the regret.
- 3
Put it on a fresh coil and prime it properly. A new flavour on a coil that is half full of the last one is not a fair test. Let it sit for five minutes before the first draw.
- 4
Give it a full tank, not a few puffs. Vaper’s tongue and first-impression bias both wear off. Plenty of flavours that seem ordinary at first turn into the one you reorder.
- 5
Then buy the big bottle. Once a flavour has survived a week, move up to a 100ml, 200ml or 500ml shortfill. That is where the cost per ml falls away.
What the vape duty means for stocking up
From 1 October 2026 the Vaping Products Duty adds £2.20 per 10ml plus VAT to every bottle of e-liquid sold in the UK, nicotine or not. That is £2.64 on each 10ml at the till, £15.84 on a 60ml and £31.68 on a 120ml once the shots are in. Stock held before that date can be sold at pre-duty prices until 31 March 2027.
The practical effect is simple. The duty is flat per ml, so it does not change which flavour is best, but it does change the maths on bottle size: the bigger the bottle, the smaller the tax as a share of what you pay. If one of the flavours above is already your all-day liquid, buying it in the largest size you will realistically finish is the sensible move. If you are still hunting, keep buying 10mls and do not stockpile something you have not lived with.
One thing that has not changed is what you cannot buy. Disposable vapes have been banned from sale in the UK since 1 June 2025, so the sweet icy flavours people remember from those devices now live in refillable form: nic salts and prefilled pods carry almost all of the same recipes, at the same 20mg/ml legal maximum.
Pre-duty prices until 31 March 2027
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Quick answers
What is the most popular e-liquid flavour in the UK?
Blueberry and menthol blends, and Kingston Zingberry in particular. Berry with a cooling finish is the style that outsells every other category, in both shortfills and nic salts.
Which flavour is best for someone who has just stopped smoking?
A tobacco flavour such as RY6 if you smoked regular cigarettes, or a menthol if you smoked menthols. Give it a week before switching, because your palate needs time to adjust.
Why does my favourite flavour taste of nothing now?
Usually vaper’s tongue, which is your palate getting used to it, or a coil near the end of its life. Rotate to a different flavour for a couple of days and fit a fresh coil.
Can I use any of these flavours in a pod kit?
Only the 50/50 versions. A 70/30 shortfill is too thick for a small pod coil and will burn it. Look for 50/50 in the product name, or buy the 10ml or nic salt version.
Are the old disposable vape flavours still available?
The flavours are, the devices are not. Disposables have been banned from sale in the UK since 1 June 2025, but nic salts and prefilled pods carry the same sweet and icy recipes in a refillable kit.
