The myblu product line was first launched in 2018 and has expanded to an extensive range since. Today’s selection includes rechargeable and disposable electronic cigarettes, a wide range of flavors, including different intensities of nicotine levels. One could also choose between an electronic cigarette with pre-filled liquidpods or the option to insert liquids yourself. Changing liquids with the pre-filled liquidpods is as easy as plug-and-play, as it only takes one click to attach the liquidpod. Furthermore, myblu is recognizable by its simple, sleek design, targeting the adult public. Depending on the market, blu offers a variety of flavored and unflavored liquids. All markets include classic tobacco and menthol flavorings. In the United States of America, the FDA banned cigarettes with a characterizing flavor other than menthol in 2009 in the USA. As such, fruity flavors are not sold in the US but can be found in other markets outside of the US.  blu offers liquids with different nicotine levels. The offering starts at 0% and increases to liquids containing up to 4.5% nicotine, depending on the market.   blu eCigs were used in a health study involving other e-cigarette brands The study found that e-cigarette smoking and exposure to e-cigarette aerosol has risks of inducing gene-expression changes in bronchial airway epithelium "in vitro" although less severe than those of smoking analog cigarettes. It further found that these changes were more pronounced in products containing nicotine than those without nicotine. A 2015 study found the average amount of copper in blu eCigs aerosol was at 6.1 times higher than traditional cigarette smoke. A 2014 study tested 55 chemicals in e-cigarette aerosol for both blu and SKYCIG devices and found acrolein, acetaldehyde, and propionaldehyde at amounts 86 to 544 times less than in cigarette smoke. On September 12, 2018, the Food and Drug Administration (US FDA) issued letters to the manufacturers of the five top-selling national US e-cigarette brands, including blu, that made up a vast majority of the products illegally sold to minors as part of the blitz this summer. The US FDA asked each company to submit to them within 60 days plans describing how they will address the widespread youth access and use of their products. If they fail to do so, or if the plans do not appropriately address this issue, the US FDA will consider whether it would be appropriate to revisit the current policy that results in these products remaining on the market without a marketing order from the agency.