Dinner Lady is not only one of our best selling e-liquid brands, their success and reputation have spread worldwide. With a core range of dessert flavours to start off with, their range has blown up to cater to picky palates and includes all the go-to base notes - from tobacco or menthol to fruit, candy and rich bakery inspired blends. Many of their e-liquids are a taste of nostalgia for your vape tank - just look to the old school sweet shop favourites found in their Tuck Shop range. While many newer vapers pick up a fruit e-liquid to start with, tobacco traditionalists are spoiled for choice with a bold range of tobacco notes. Whether it’s a single tobacco note on its own or mixed with desserts and menthols, Dinner Lady offers an authentic and familiar flavour and a sure brand to try this year. Vape Superstore are proud to stock their range and recently we had a chat to find out what’s next for this international success story of a brand.
A BRIEF HISTORY...
Dinner Lady was established in 2016 by a team of two dedicated vapers. The company has grown significantly, winning over 40 international awards, and now supplies e-liquids and devices to over 96 countries.
The company has always invested in itself to develop and expand our in-house capabilities and services, from our taste-development ‘bakery’ to state-of-the-art production lines and innovative FSDUs that ship with LED tablets to educate and inform consumers.
VS: WHAT ARE YOUR MAIN PRIORITIES AS A BRAND?
Premium quality and innovation affect everything we make and everything we do. Our vision is that ‘We see a world where ordinary people do extraordinary things that last for generations’.
The cornerstone of our tastes and flavours is our commitment to serve nostalgia, in a bottle. Our flavours can take you back to a simpler time, we are dedicated to the customer experience.
WHAT MAKES YOU DIFFERENT FROM YOUR COMPETITION?
I think that our family culture and loyal fans are what makes Dinner Lady different, it’s not just the premium quality of our e-liquids, it’s the people who make them, sell them, support them and buy them.
YOU OBVIOUSLY HAVE STRICT QUALITY CONTROL MEASURES. CAN YOU GIVE US A BRIEF RUNDOWN ON HOW YOU ENSURE UTMOST QUALITY IN EACH BATCH?
In addition to working closely with the MHRA, we have an in-house laboratory for production quality testing and a strong compliance team to ensure that we meet all the quality and country specific regulations in each international market.
WHAT’S YOUR FAVOURITE FLAVOUR FROM YOUR RANGE AND WHY?
That’s a hard one, Lemon Tart is great and our signature flavour, but the problem is choosing just one.
When I’m out and about I like Mango Ice, but of an evening, it could be Berry or Lemon Tart.
WHAT ARE THE CHALLENGES YOU FACE IN THE INDUSTRY?
As vaping becomes mainstream, and more conversations move to social media, staying in touch with our new and existing customers can be challenging.
We use social media extensively, but the Tobacco Products Directive limits what we can say and share, even though we are dedicated to reducing the number of tobacco smokers.
WHAT ARE YOU MOST PROUD OF DINNER LADY FOR?
I think it’s the people and their dedication to the consumer vaper communities we serve.
WHAT’S IN STORE FOR YOU THIS YEAR OR BEYOND?
It’s a busy year ahead, we sell into 96 countries already, so we have to be flexible and respond quickly to commercial, political and legislative changes.
Dinner Lady will continue to invest in developing great tasting Premium E-liquids and we also expect to broaden both our Vape and CBD ranges.
PREDICTIONS FOR THE NEXT 12 MONTHS IN THE E-CIGARETTE INDUSTRY?
With the imminent ban on Menthol (May 2020), menthol smokers and retailers will be looking for alternatives.
Dinner Lady already has a Menthol Disposable that allows smokers a low cost and convenient way to try vaping for themselves.
E-Cigarettes are definitely moving to become more mainstream, local Vape Shops will likely become high street centres of specialism.
THE VAPE SUPERSTORE VERDICT...
Aside from a broad spectrum of shortfills, Dinner Lady have turned their hand to the nic salt market too. Not only can you get almost any shortfill flavour in a nic salt (or standard 50:50 freebase solution) new vapers have a super convenient option in the form of Dinner Lady’s nic salt pod kit. Without the need to change pods or charge a kit, they’ve taken any hassle out of making the switch.
Dinner Lady’s flavours are as diverse as the vapers using them - that being said, there are a few stand out e-liquids that our customers just can’t get enough of. The one that takes top place is a best seller worldwide - their rich and decadent Lemon Tart. With a buttery base it’s smooth on the inhale, balanced by a sweet and slightly tart note of lemon curd and meringue on the exhale.
While there are certainly fruit flavours a-plenty in the Dinner Lady cupboards, one of our next best sellers is actually a little more old school - Straight Tobacco. It’s a simple yet beautifully executed smooth tobacco leaf flavour, with just the right amount of smokiness and a sweeter note to round it off.
When something cooler and more refreshing is needed, Dinner Lady created the Ice range. The classic combination of fruit and menthol in Strawberry Ice sounds simple but Dinner Lady gets it bang on. Succulent summer strawberries offer a sweet and slightly astringent note, with a crisp note of menthol on the exhale.
Finally, another dessert to finish off the list. Blackberry Crumble offers a quintessentially British flavour. Ripe notes of tangy and sweet blackberries are served on a sugary and soft pastry base.
Have you had the pleasure of trying Dinner Lady premium e-liquids? Let us know in the comments what your favourite juice is.
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