Disposable vape manufacturer Supreme has said it will stop using bright coloured products, make its packaging plain and use 'age-appropriate' flavours in a bid to ward off a heavy clampdown on its products.

Labour has taken a similar position, with shadow health secretary Wes Streeting saying that a Labour government would come down on the vaping industry “like a ton of bricks”.

Shares in Supreme slumped as a result of speculation of a crackdown last month, but the firm has since seen its value steady after defending its position and posting strong financial results.

Among the options being considered are a complete ban on disposable vapes, restricting their sale, or ensuring they cannot be sold in an array of flavours and colours that might appeal to youngsters.

Labour has taken a similar position, with shadow health secretary Wes Streeting saying that a Labour government would come down on the vaping industry “like a ton of bricks”.

Shares in Supreme slumped as a result of speculation of a crackdown last month, but the firm has since seen its value steady after defending its position and posting strong financial results.

The Government is holding an eight-week consultation amid concerns over youth vaping (Nicholas Ansell/PA)

Mr Chadha added: “Whilst we believe flavoured vapes are a critical part of many ex-smokers ‘quitting journey’ as they seek to replace that tobacco taste for something more palatable, 

we are also desperate to ensure that those flavours do not spark any interest in younger people.

“We are fully supportive of any further legislation in the sector and believe

 it is the right thing to do to begin to transition our business by removing or changing anything from within our product set that could be deemed compromising.

“As government guidance evolves, we may seek to re-assess this approach.”

It came as the company separately told shareholders it is on track with financial targets for the current year.