On Dec. 29th, FEELM released the industry’s first Taste Evaluation Model, unveiled FEELM Taste Scientific Research Institute and introduced its enthusiastic pursuit of the freshness of California strawberries at 6 am. 



According to a survey conducted by Frost & Sullivan among 3,000 Chinese vapers, “Taste” is a key factor for consumers to choose e-cigarettes. In terms of specific evaluation indexes, comprehensive sensation of taste, aroma and vapor rank top three accounting for 66%, 61% and 50% respectively.


Belonging to the world’s largest vaping company SMOORE, FEELM is a heating technology brand specializing in ceramic coils, which is the secret to drive leading closed pod system worldwide. According to Frank Han, CEO of FEELM, the team’s devotion to continuous improving the taste of e-cigarettes originated from an experienced client’s questions: How’s the taste of California strawberries at 6 am? What’s the difference between it and that of refrigerated ones? Could FEELM ceramic coils bring back the taste of California strawberry at 6 am with flavored e-liquid?


FEELM Media Day_01

(FEELM CEO Frank Han told the story of California strawberries at 6 am.)


FEELM Taste Scientific Research Institute


Inspired by the client, FEELM did numerous studies and was determined to develop a scientific system to offer great taste for worldwide vapers. As you can imagine, analyzing and delivering such an abstract concept as taste will cost anyone tons of efforts.


In such endeavor, FEELM’s parent company – SMOORE has set up several research institutes both in China and overseas. Over 700 SMOORE technical experts have applied more than 2,000 international patents, building a world leading atomization platform. Till now, over 75% of SMOORE institutes’ researches are related to understanding and improvement of the taste of atomization; and SMOORE has established in-depth cooperation with reputable universities such as Tongji University, Tsinghua University and Princeton University.


To bring this endeavor into next stage, Frank Han - CEO of FEELM BU, Dr. Xiong - Vice President of SMOORE Research Institute, Dr. Zhang from Tongji University, Mr. Wen - Co-founder of RELX and media representatives unveiled FEELM Taste Scientific Research Institute together on FEELM Media Day. This institute will focus on the background study and harm reduction from new perspectives such as bio-medicine and artificial intelligence.


FEELM Media Day_02

(Dr. Long was introducing FEELM Taste Scientific Research Institute to reporters.)


To further study the science behind atomization, FEELM has also established a professional taste evaluation team, and built a Taste Evaluation Lab complied with the national standard and could hold 7 tasters at a time.


The ritual of tasting is well-designed and solemn. Before picking up a vaping device, each taster needs to wash and sanitize hands, chew a slice of lemon or yellow peach to clean the palate, drink boiled water to freshen up the mouth and smell coffee beans. It is not until the light and the exhaust fan in the booth are turned on that the taster begins tasting. While tasting, a record form with all detailed criteria is prepared for scoring and taking notes. Afterwards, the same vaping device will be handed over to chromatography, electron microscope as well as reliability labs to analyse its e-liquid ingredients, coil and safety.


Similar to diagnosis reports in hospitals, a profound taste diagnostic report will be produced based on both human and machine judgement. With which, FEELM is able to figure out the deficiencies in vaping experience and work out solutions precisely.


FEELM Media Day_03

(A reporter in FEELM Taste Evaluation Lab)


FEELM Taste Evaluation Model


On the basis of several years’ market surveys and researches, FEELM has been trying to describe the taste of atomization scientifically and eventually released industry’s first Taste Evaluation Model on the media day.


FEELM Taste Evaluation Model

(FEELM Taste Evaluation Model)


Composed of 4 dimensions, namely flavor, strength, note and vapor, and 51 specific indexes, this model establishes a system to evaluate human senses of mouth, tongue, nose and throat.


FEELM Taste Scientific Institute is made up of more than 10 labs, including Cell Lab, Taste Evaluation Lab, Element Analysis Lab, Chromatography Lab, and Electron Microscope Lab. It’s  capable to proceed 50 physical test items, over 200 chemical test items, 6 microbiological test items, 3 genetic toxicology tests, 3 categories of clinical Abuse test as well as 3 categories of human factor test.


Besides scientific research, great taste cannot be separated with production. SMOORE has established a rigorous production safety standard, which is even stricter than the TPD in EU and AFNOR in France. Referring to PMTA, Vapor Safety Standard covers more test items, while Material Safety Standard is the industry’s first, covering 50 test items.


Automated production guarantees the stability and consistency of quality, FEELM owns the first fully automated pod production line in the industry. Its productive capacity is 6,000 pieces per hour, efficiency increasing 5 times vs. manual production. 


FEELM Media Day_05

(Industrys first fully automated pod production line)


“Taste is a meaningful word.” remarked FEELM CEO Frank Han, “Great Taste relies on the scientific system of fundamental research, the persistent improvement of development and manufacturing, the strict quality control, and the worship towards science and ingenuity.”


The scientific research on taste of atomization is marching into an Era of Long-Termism.