Summer marks an auspicious occasion for EDGE e-Liquids as the brand reaches a major milestone in winning space within supermarket giant ASDA. Expansion into key grocers alongside other industry leaders highlights the growing pedigree of the EDGE brand and moves them ever closer towards their goal of becoming nationally recognised as a next-generation paragon of quality, safety and innovation.

The EDGE range went live in circa 350 ASDA stores as of the 10th July 2019 – taking pride of place in their newly refurbished kiosks with a strategic range of e-liquids encompassing a diverse offering of flavours and nicotine strengths.

A Fantastic Opportunity

“EDGE being listed in one of the country’s largest and best loved retailers is a fantastic opportunity for the EDGE brand, for ASDA and for our ever growing customer base.” said Chris Carr, Sales Director, NextGEN360 Ltd

Winning prominent retail space within the ASDA estate denotes the start of a new and exciting era of the EDGE journey and the core management team, based in Stockport, couldn’t be prouder of how far the business has come in such a short time. From humble beginnings in the summer of 2017 the EDGE brand, which was the first price-marked e-liquid range specifically targeting the convenience sector, has gained unbelievable market momentum, with already over 15,000 distribution points across the UK and counting!

The EDGE ranges come complete with a full roster of merchandising materials; from our eye-catching countertop display cubes to professionally designed posters and window stickers. The dedicated team of on-road sales representatives, now 33 strong and growing, are always ready to support even the smallest customer with any query, adding to our already stellar customer services based back at HQ. With such broad coverage and unrivalled support, it’s no wonder that EDGE now holds a 35% market share of our category within convenience – double that of the next leading brand! Not only this but we are also proud to boast a massive 67.5% market share of all e-liquid within convenience when excluding hardware.

A cornerstone of the NextGEN360 company mission statement, of which EDGE is a pivotal part, is to improve the lives of millions with our next-generation products and thanks to the new ASDA partnership, those same products can now reach more people than ever before. Their endorsement of the range is a testament to its quality – they utilise pharmaceutical grade PG, VG, nicotine and flavourings in all their e-liquids, manufactured to the highest possible industry standards at ISO 9001 accredited UK Headquarters. They blend and bottle using state-of-the-art technology housed within an entirely bespoke ISO class-7 clean facility and are able to subject every product to extensive testing thanks to an ever-expanding laboratory capability.

Get into ASDA and give yourself the EDGE!

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