GrowthBusiness.co.uk: Your gateway to entrepreneurial success

They say there’s no smoke without fire, but that was before the electronic cigarette. Launched in the UK today, the SuperSmoker uses a microchip and a harmless liquid made up of food products that, when the user inhales, turns into a virtually odourless vapour that looks just like smoke and provides the hit of nicotine.

It contains no tobacco and does not burn, so it can be used legally in restaurants, clubs and bars or any other public areas, helping the more militant smoker to beat the ban. However, should you be challenged in public, each pack contains a card or “smoker’s passport”, which explains what the product does (complete with legal endorsement).

At GrowthBusiness we have our fair share of reformed and reforming smokers so we gave it a go. If you’re thinking of maintaining your Gallic cool, you’ll be disappointed as it’s a surprisingly heavy and chunky piece of kit. But for those keen to attract the attention of the opposite sex, it’ll undoubtedly get you noticed.

When it comes to inhaling, it’s comparable to taking a breath before diving underwater, such is the eye-crossing effort required to get any smoke.

In fact, after all the toil of charging your cigarette and trying to take a lug, it made a couple of us pine for the real thing.

A SuperSmoker starter pack costs £79, while a pack of six cigarette cartridges and 12 filters (supposed to last for the same time as several packs of cigarettes) is available for approximately £7.