Anzac biscuit, blueberry shortcake and banana split are just some of the flavours at a new shop in Te Awamutu.

It's not a dessert parlour, it's an e-cigarette store called the Long White Cloud Vape Shop.
Owners Sarah and Jesse Wilson opened the store to bring vaping to Te Awamutu.

They grew tired of travelling to Hamilton to stock up on e-cigarettes and e-liquid.

"So we thought, why not just start our own shop in Te Awamutu?"

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Since opening six weeks ago the store has been a huge success, Sarah says.

"The feedback from customers has been great. We get new faces walking through the door every day."

The specialist e-cigarette store has attracted customers from all around the Waikato.

E-cigarette use, commonly known as vaping, is becoming increasingly popular in New Zealand as the price of tobacco continues to rise.

Vaping simulates the feeling of tobacco smoking and works by heating a liquid to generate an aerosol that the user inhales.

The liquid in the e-cigarette, called e-liquid, is usually made of nicotine, propylene glycol, glycerine and flavourings. However, not all e-liquids contain nicotine.

"People might start out with a bit of tobacco and then weasel right down to none," Sarah says.

Sarah says vaping can be a good alternative to smoking, or to help people quit smoking.

It can also help people curb their sugar cravings.

"Vaping tastes a lot better and is way more affordable than smoking."

Vaping products, including those manufactured from tobacco, can be lawfully imported, sold and distributed under the Smoke-free Environments Act 1990.

The Long White Cloud Vape Shop is R18 and will not sell to minors.