Vaping was supposed to be the way out.

For millions of people it worked - up to a point. It got them off cigarettes. But somewhere along the way it became its own thing. You know the pattern. Just at weekends. Just when drinking. Just when stressed. Then just constantly, without really noticing when that happened.

The device went in the bin. It came back via a petrol station two minutes later. It is a £5 piece of hardware available on every high street. That is the point of its design.

The reason it's hard isn't willpower. It's that nobody built a product for this. Every patch, every gum, every lozenge on the shelf was designed for smokers - twenty cigarettes a day, a predictable habit, a slow nicotine hit. That's not what vaping does to you.

Vapes are faster and more aggressive than anything a cigarette delivers, and the reach-for-the-device ritual is baked in at a level a patch was never designed to touch.

A melt that dissolves in under five minutes. Cooling agents replicate the throat sensation. No inhalation. A pack you carry and reach for - the same gesture, without the device.

No vapour. No device. Nothing to charge.

NYXE isn't a medical product. It's not a programme. It's a nicotine format built for the way vapers actually use nicotine, not the way smokers did thirty years ago.