Know About blu E-Cigarettes: The 2026 Plain-English Guide

Trying to make sense of blu e-cigarettes in 2026? Here is the short version, right up front: blu was one of the first big e-cigarette brands in America, it changed hands twice, and its United States lineup has been shrinking for years under FDA review. If you came here wondering what blu is, whether you can still buy it, how it compares to JUUL and Vuse, and what adult users are switching to — this guide walks through all of it in plain English.

We are an equipment review site, not a vape shop. We do not sell nicotine, and we will not tell you vaping is safe (it is not — nicotine is addictive, full stop). What we can do is give you the clear, current picture that most articles skip. Let us get into it. 👉

What is blu? The brand in one minute

blu (always written lowercase) is an e-cigarette brand that launched in the United States in 2009. It became famous for two things: the glowing blue LED tip on its early models, and being one of the first vape brands sold in ordinary gas stations and convenience stores instead of specialty shops.

The idea was simple. Instead of burning tobacco, a blu device heats a nicotine liquid into a vapor. There is no ash and no smoke smell. That does not make it harmless — the liquid still contains addictive nicotine, and health authorities are clear that no e-cigarette is safe. It only means the delivery method is different from a lit cigarette.

Over the years, blu has meant three different product families: simple disposables, the cartridge-based blu PLUS+, and the pod-based myblu. We break each one down below.

A short history: from startup to tobacco giant

Understanding who owns blu explains a lot about how it has been marketed and where it is sold.

2009 — the startup years

blu was founded as an independent company (blu eCigs) and grew fast by selling starter kits online and in convenience stores. Its blue-glowing tip made it instantly recognizable on shelves.

2012 — Lorillard buys in

Lorillard, the tobacco company behind Newport, bought blu for roughly 135 million dollars. This was the first time a major U.S. tobacco company purchased an e-cigarette brand — a signal of where the industry believed things were heading.

2015 — Imperial takes over

When Reynolds American acquired Lorillard, regulators required some brands to be sold off. blu went to Imperial Brands (through its subsidiary Fontem Ventures), the international tobacco group that still owns the brand today.

2018 onward — the pod era and the squeeze

Imperial launched myblu, a small pod device, to compete with JUUL. Then came the federal flavor crackdown, the PMTA review process, and years of shrinking shelf space. By the mid-2020s, blu’s U.S. footprint was a fraction of what it had been, while the brand stayed more visible in the United Kingdom and Europe.

The blu lineup explained

Here is what each blu product family actually was, and who it suited.

blu disposables

A single-piece device: open the pack, puff until it runs out, discard responsibly. No buttons, no charging, no refills. These were aimed at curious adult smokers who did not want to learn anything technical. The trade-off is cost per puff — disposables are the most expensive way to vape over time, and the least environmentally friendly.

blu PLUS+

A slim rechargeable battery that screwed into pre-filled cartridge tips. Cheaper over time than disposables and still very simple. This was blu’s core product for years, sold as starter kits with a charger.

myblu

blu’s answer to JUUL: a small rectangular device using click-in liquidpods. It charged over USB in about 20 minutes and came in multiple nicotine strengths, including salt-nicotine “Intense” pods that mimic the quick nicotine hit of a cigarette. In the U.S., flavored pods for devices like this were pulled from the market under the FDA’s 2020 flavor enforcement policy, leaving tobacco (and for a time menthol) options.

The FDA situation — why blu got harder to find

This is the part most old articles get wrong, so read it slowly.

Every e-cigarette sold in the United States must file a Premarket Tobacco Product Application (PMTA) with the FDA. The agency then authorizes the product, denies it, or leaves it in review limbo. Denial means a marketing denial order (MDO) — the product must come off the market unless a court pauses the order.

In April 2023, the FDA issued marketing denial orders covering six myblu products, including the device and tobacco-flavored pods. Imperial’s Fontem unit appealed, and the orders were paused while the case worked through court. Since then, blu’s U.S. retail presence has kept shrinking, and the brand has focused more on markets like the U.K.

The bottom line on blu’s status: blu is not “banned,” but most of its U.S. lineup sits in regulatory grey territory, and shelf availability reflects that. Brands with full FDA marketing authorization — like NJOY, several Vuse products, and (since July 2025) JUUL — are on much firmer footing.

Where blu is (and is not) sold

Three practical points every reader should know:

• ❌ Not on Amazon. Amazon bans the sale of e-cigarettes and every nicotine vaping product. Any Amazon listing that appears to sell “blu pods” is either a non-nicotine accessory or a listing you should not trust. This is why our affiliate links below point to equipment we actually cover — not vapes.
• ✅ Convenience stores and gas stations were blu’s historical home. Where stock remains, this is where you will find it, with mandatory 21+ ID checks.
• 🌐 Brand websites and licensed online vape retailers sell in some states, with strict age verification at checkout and delivery. Several states ban online vape shipping entirely — your state law wins.

blu vs JUUL vs Vuse: comparison table

Adult users comparing the big pod brands usually care about five things: current legal status, pod cost, nicotine feel, charging, and availability. Here is the honest snapshot.

If availability and settled legal status matter most to you, the table mostly speaks for itself: blu is the hardest of the three to rely on in the U.S. right now.

What adult blu users switch to

When a brand’s availability wobbles, its adult users typically go one of four ways:

1. Another authorized pod system. JUUL, Vuse, or NJOY — products with FDA marketing authorization have the most stable supply.
2. Quitting nicotine entirely, often with help from over-the-counter nicotine replacement (gum, lozenges, patches) and a doctor’s guidance. This is the only option health authorities actually endorse.
3. Roll-your-own equipment. Some adult smokers skip vaping and instead prepare their own filtered cigarettes with an electric injector — the equipment category this site reviews. To be clear: this is not safer than smoking ready-made cigarettes. It is a cost and control decision, not a health decision.
4. Smokeless products. A different risk profile with its own serious caveats — we cover that in our smokeless tobacco risk guide.

Common mistakes (and fixes)

• ❌ Mistake: buying “blu pods” from marketplace listings. ✅ Fix: nicotine vapes cannot legally be sold on Amazon or eBay. Buy only from licensed, age-verified retailers — anything else risks counterfeits.
• ❌ Mistake: assuming vapor means harmless. ✅ Fix: treat every nicotine product as addictive and risky. The honest comparison is “different risks,” never “no risk.”
• ❌ Mistake: mixing pods between brands. ✅ Fix: pods are not cross-compatible. Forcing a third-party pod into a device causes leaks and can damage the coil contact.
• ❌ Mistake: tossing disposables in household trash. ✅ Fix: they contain lithium batteries. Use battery or e-waste drop-off points.
• ❌ Mistake: trusting a 2019 blog post about flavors or availability. ✅ Fix: the U.S. flavor rules changed in 2020 and the PMTA landscape changes yearly. Check dates on everything you read — including ours (last reviewed August 2026).

Pro tips 💡

Real-world experiences

Patterns we see repeatedly in adult user discussions (forums, review threads, social posts — paraphrased, not quoted):

• The stockpiler: a long-time blu PLUS+ user who watched local stores drop the cartridges one by one, bought up remaining stock, and eventually switched brands anyway. Lesson: supply uncertainty always wins eventually.
• The accidental quitter: a myblu user who could not find pods for two weeks, used nicotine lozenges “temporarily,” and never went back. Availability gaps are quit opportunities.
• The switcher with sticker shock: a user moving from blu to a JUUL device who was surprised pods differ in nicotine strength and feel. Lesson: read strength labels when changing brands — do not assume equivalence.

FAQ

Is blu still in business?

The brand exists and remains active internationally, especially in the U.K. Its U.S. product availability is limited and depends on ongoing FDA and court outcomes. Check current status before relying on it.

Can I buy blu on Amazon?

No. Amazon prohibits all nicotine e-cigarettes and vaping products. That applies to every brand, not just blu.

Is blu safer than smoking?

No e-cigarette is safe. U.S. health authorities do not describe any vape as “safe,” and nicotine is addictive regardless of format. Adults who do not use nicotine should not start; smokers looking to quit should talk to a doctor about proven methods.

Do myblu pods fit JUUL (or the other way around)?

No. Pod systems are closed and brand-specific. They differ in shape, contacts, and airflow.

What happened to blu’s flavors?

Under the FDA’s 2020 enforcement policy, flavored pods and cartridges (other than tobacco and menthol) came off the legal U.S. market for closed pod systems. Later PMTA decisions narrowed things further.

What is the difference between blu and myblu?

blu is the brand; myblu was its pod-based device line launched in 2018. blu PLUS+ (cartridges) and blu disposables are older formats under the same brand.

Your action checklist ✅

1. ☐ Confirm you are 21+ — nothing here applies to you otherwise.
2. ☐ Decide your actual goal: switch products, cut cost, or quit nicotine.
3. ☐ Check the FDA database for the current status of any device you are considering.
4. ☐ Buy only from licensed, age-verified retailers — never marketplace listings.
5. ☐ Compare real cost per milliliter, not sticker price.
6. ☐ Recycle used devices and pods as e-waste.
7. ☐ If quitting is the goal, ask a pharmacist or doctor about proven cessation tools.