European brand wins approval in the UK. New midge repeller receives enthusiastic welcome from retailers.

The introduction to the UK of leading European insect control brand VAPE is set to stimulate growth in the UK insect control market, currently worth around £11 million at RSP. The introduction of VAPE’s unique portable midge and mosquito repeller has received a very positive trade welcome and will be widely available from spring 2007.

Kirsty McGiff, VAPE’s marketing manager explained why retailers are so enthusiastic “This market has seen very little innovation in recent years so buyers are delighted to be able to give their customers something new that will also drive category growth”.

In southern Europe, VAPE is famous for its innovative products and creative consumer marketing. This same strategy is now being implemented here.

Changes in the UK climate as a result of global warming have meant that insect migration patterns are shifting northwards from southern Europe. At the same time the growing love of outdoor living combined with low tolerance of insects, is fuelling consumer demand for better insect control products. VAPE has established itself in southern Europe, by tackling serious insect problems with innovative solutions. Products introduced in the UK benefit from this expertise.

Response to the HSE registered VAPE Portable has been particularly enthusiastic. Kirsty explained “Insect repellers used to be seen as something only needed for holidays abroad, but our domestic lifestyles are changing; now people here use their gardens more and they

don’t want their barbecues ruined by swarms of pestering insects. Products once attractive only to a few intrepid campers now have appeal to a far bigger market”.

Notes for Editors
•The VAPE Portable Midge & Mosquito Repeller retails at £12.99. Refills which include cartridge and batteries are £4.99.
•Photographs are available.
•VAPE Portable is part of the VAPE insect control range from Guaber. VAPE includes wasp, fly, mosquito and ant treatments.
•The VAPE DERM range of wipes, patches and lotions is designed to provide personal protection.
•Guaber UK website www.guaber.co.uk