How we verify puff counts (and why ours are lower)
Our published numbers are often below the manufacturer's. Here is the machine, the method and the reason.
If you compare our product pages against the boxes those products come in, you will sometimes find our number is lower. That is deliberate and it costs us sales, so it is worth explaining.
The method
- Three units per SKU, drawn at random from received stock rather than supplied by the manufacturer.
- A puff machine set to a three-second draw at 55ml per puff, which is the common industry test condition.
- Puffs counted until either the device cuts out or flavour drops below a threshold on a blind panel assessment.
- We take the lowest of the three results and round down to the nearest 500.
Why the numbers differ
Manufacturer figures are usually derived from liquid volume divided by an assumed consumption per puff, which produces a theoretical maximum rather than a lived experience. It is not necessarily dishonest — it is just measuring something other than what you care about.
Our figure answers a narrower question: how many usable puffs did three real units off our own shelf actually deliver. Where those two numbers disagree, we publish ours and note the manufacturer's claim alongside it.
Nothing in this article is medical advice. It is what our team has observed across thousands of customer conversations. If you are trying to stop smoking and want clinical support, your GP or a local stop-smoking service can help free of charge.