They call it an electronic inhaler in this MHRA report, but it looks like a cig-a-like to me. It comes with either 10 mg or 15 mg cartridges, and the delivery agent seems to be glycerin and water ( no pg, similar to Blu ecigs )
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0ahUKEwik15Wh9pXKAhUG6GMKHQQDBqgQFggmMAI&url=http://www.mhra.gov.uk/home/groups/par/documents/websiteresources/con616843.pdf&usg=AFQjCNHRIAUBs8Ep3yrGXUXYI4zdPqBn3g&sig2=BFG-dTFZLID-2vQyjIGC0w&bvm=bv.110151844,d.cGc&cad=rja
And with it being glycerin only, without PG, it's going to affect a substantial percentage of people VERY badly. If I vape more than 15% VG, I can't breathe AT ALL.
Andria