Vaping involves heating e-liquid, which typically contains nicotine, flavorings, propylene glycol, and vegetable glycerin, to produce an inhalable aerosol. The term “ice” has become a prevalent descriptor for products that deliver a distinct cooling sensation. This labeling creates confusion for consumers trying to determine if every product marked “ice” contains menthol, the compound traditionally associated with coolness. The answer is not a simple yes or no, as the industry uses various agents and marketing strategies to achieve this effect.
The Direct Link Between “Ice” and Menthol
The cooling effect in vaping is achieved by stimulating cold-sensitive receptors, specifically the TRPM8 receptor, in the mouth and throat. Menthol, an organic compound found naturally in mint plants, is the classic ingredient used for this stimulation. Menthol provides a powerful cooling sensation, but it is often accompanied by a recognizable mint or herbal taste. Historically, many early “ice” products were simply menthol or mint-flavored liquids, establishing menthol as the baseline expectation. Products labeled “menthol” or “mint” almost always contain it, and many “ice” products use it as their primary cooling component.
The Non-Menthol Cooling Agents
Not all “ice” flavors rely on menthol, as manufacturers increasingly use synthetic cooling agents to achieve a purer, non-mint effect. These compounds, often referred to by their “WS” designations, include WS-3 and WS-23. The primary advantage of these synthetic coolants is that they stimulate the same cold receptors as menthol without imparting a noticeable minty flavor or aroma. WS-23, for example, creates a clean, icy feeling often described as a “cold-air” sensation. This allows flavors like “Strawberry Ice” or “Mango Ice” to deliver an intense chill without the underlying taste of mint that natural menthol introduces.
WS-3 and WS-23 are potent and are used in e-liquids at low concentrations, depending on the desired intensity. These compounds are preferred in hybrid flavors because they provide a purely thermal sensation, allowing the primary fruit or sweet profile to remain unaltered. Synthetic coolants are present in many popular disposable e-cigarette products, even those not explicitly labeled as “ice,” indicating their widespread use.
Flavor Labeling and Regulatory Strategy
The commercial use of the term “ice” emerged as a strategy to market cooling flavors distinctly from traditional menthol and mint products. Using “ice” allows a product to be marketed as a chilled version of a base flavor, such as “Blueberry Ice,” rather than a mint-flavored item. This labeling helps differentiate products using non-menthol cooling agents from those containing traditional menthol, catering to consumers who want the chill without the mint taste.
This labeling practice also became relevant due to regulatory actions that have restricted or banned characterizing flavors in e-cigarettes. Regulators often specifically target “menthol” or “mint” flavors, creating ambiguity around products labeled simply as “ice.” By using “ice” and synthetic cooling agents, manufacturers can argue their products do not contain a “characterizing flavor” of menthol or mint. This allows them to continue offering a cooling experience in flavors that might otherwise be banned under restrictive legislation.