We caught up with FlavourArt UK director John Chamley to discover the story behind the company and what sets it apart from the competition .
WHAT IS FLAVOURART UK ?
FlavourArt UK is the trading name of That ’ s Nice Limited and has been the official UK distributor for FlavourArt Italy ’ s products since 2012 .
We specialise in delivering quality flavourings and an efficient service with a personal touch to trade customers throughout the UK .
WHAT INSPIRED THE START OF FLAVOURART UK ?
I entered the world of vaping quite early in its development , in October 2008 , and was extremely fortunate to find myself working for a company called Intellicig .
Working on the development of the first UK manufactured e-liquid was an exciting part of my pioneering journey and seeing it launched in April 2009 was the first of many red-letter days .
WHAT DOES FLAVOURART EXCEL IN THAT SETS IT APART FROM THE REST OF YOUR COMPETITORS ?
FlavourArt Italy has built a global reputation for quality , service , and safety , having invested in extensive research on the cytotoxicity of their liquids .
Customers have access to Safety Data Sheets and CAS Data required to be legally compliant . NSAs ensure total confidentiality .
We offer assistance and support for flavour development with exclusivity and recipe disclosure so the customer has ownership and control . Cheaper flavourings are available , but many manufacturers use 20-40 percent flavourings in their liquids ; FA flavourings are used around 5-10 percent , which makes them competitive and cost effective .
Using FA flavours at higher percentages results in over-saturation , ‘ less is more ’ and because FlavourArt do not use sweeteners , the true flavours are able to reach the palate , every note .
WHEN CREATING A NEW E-LIQUID , DESCRIBE THE PLANNING THAT GOES INTO THE DEVELOPMENT OF THE FLAVOUR BEFORE IT IS READY FOR SALE ?
Planning involves much discussion into the type of flavour , or more often a range of flavours , which are to be developed .
Once a list has been decided upon , the serious work begins , searching the technical and scientific manuals to determine the raw ingredients required for each flavour .
The advantages the flavourist has are in being able to substitute any chemicals that are flagged in the manuals and the ability to create flavours when the natural option is ecologically and financially prohibitive , such as coconut , which requires stripping bark from Massoia trees , which kills them .
Once a flavour has been developed and approved , it undergoes stability trials and testing ; only then will it be blended as an e-liquid and evaluated again , thoroughly .
The complete process takes months of planning , creation , testing
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