Just Jam

Why Just Jam Stands Apart

Just Jam built its name on a single idea: British jam and baked-good flavours reproduced with real accuracy in e-liquid form. That focus has kept the range consistent and coherent across every line they have released. Every flavour is dialled into the same nostalgic sweet spot, which is exactly why the brand has developed such a loyal following.

• Flavour accuracy that goes beyond generic “strawberry” or “raspberry” profiles
• Distinct baked-good layering in the doughnut, scone and toast variants
• Shortfills formulated at 80% VG for strong cloud and smooth vapour in sub-ohm setups
• Nic salts at 50/50 VG/PG for clean, satisfying MTL delivery
• 10mg and 20mg salt strengths to suit different nicotine needs
• A coherent range structure: Original Jams, Sponge, Biscuit, Apricot and seasonal lines
• Multiple UK industry awards and a track record of consistent quality
• Recognised as one of the few e-liquid brands to nail authentically British flavour profiles

Just Jam does one thing and does it better than most. If you want a UK-made dessert and jam liquid that tastes exactly as described, this is the brand to reach for.

Explore the Full Just Jam Range

We stock every major Just Jam product line in one place, so whether you are after a 100ml shortfill for your sub-ohm tank or a 10ml nic salt for your pod kit, you can find the right format and flavour without hunting around.

Just Jam Shortfills

The core of the Just Jam range. These are 80% VG, 0mg shortfill bottles bottled slightly under capacity, leaving space to add nicotine via nic shots. The 100ml bottles come with two free nic shots included. We have run the Original shortfill through a sub-ohm tank at around 60W and the strawberry jam note sits clearly in the exhale, present without being sharp. The baked-good variants add a warm, doughy depth that you do not get from a straight fruit profile. Flavours include Original (strawberry jam), Raspberry, Strawberry Doughnut, Raspberry Doughnut, Jam on Toast and Raspberry Scone.

Just Jam Nic Salts

Available in 10mg and 20mg, these 10ml nic salts sit at a 50/50 VG/PG ratio, making them a natural fit for MTL pod kits and lower-power devices. The 20mg option is worth considering if you are moving across from cigarettes or disposables and still want a noticeable nicotine hit. The same core flavour profiles carry across from the shortfill range, so you are not compromising on taste by going the nic salt route. We stock both strength options across the bestselling flavours.

Just Jam Sponge Range

A natural extension of the original lineup, the Sponge range leans into softer, creamier baked-good territory. Options include Original Sponge, Lemon Sponge and Vanilla Sponge. If the core jam flavours feel a bit fruit-forward for your preference, the Sponge range is worth trying as an alternative. The profile here is lighter and less sharp across a session.

Just Jam Biscuit Range

The Biscuit range takes the baked-good angle in a different direction. Blueberry Biscuit, Vanilla Custard Biscuit and Caramel Biscuit are the key options. These tend to work particularly well as all-day vapes because the flavour is present but not overwhelming across an extended session, which is harder to pull off than it sounds with a dessert profile.

Just Jam Apricot Range

A slightly different corner of the Just Jam world. The Apricot range covers Apricot Crumble, Apricot Sorbet and Apricot Peach. If you want something fruity but with a warm, dessert-adjacent edge rather than a straight fruit hit, this is a solid option. Apricot Crumble in particular has a proper baked quality to it that lines up well with the rest of the Just Jam identity.

How to Add Nicotine to a Just Jam Shortfill

If you are new to shortfills, this is the part that catches most people out. The process is straightforward once you have done it once. Just Jam shortfills are 0mg and bottled slightly under capacity specifically so you can top them up with nicotine.

For a 100ml shortfill:

1. Open the bottle. Most 100ml Just Jam shortfills already leave sufficient room for two nic shots without removing any liquid first.
2. Add both included nic shots to the bottle. Two standard 18mg nic shots into 100ml of 0mg liquid gives you approximately 3mg nicotine concentration in the finished mix.
3. Replace the cap, shake well, and leave for a few minutes before vaping.

If you want a slightly higher nicotine concentration, you can use a single higher-strength shot instead. Additional nicotine shots are available from us if you need them.

For a deeper overview of the process, take a look at our shortfill guide.

Which Just Jam Format Is Right for You?

The right format comes down to your device, your nicotine preference, and how much liquid you get through in a week. Here is how to figure it out quickly.

If You Use a Pod Kit or MTL Device

Go for the nic salts. The 50/50 ratio works with lower-power pod kits and MTL tanks, and the 10mg or 20mg strength options mean you can match your nicotine intake to what you actually need. The 20mg option is the closer match if you are used to disposables or cigarettes. Our nicotine strength guide covers the decision properly if you want more detail.

If You Use a Sub-Ohm Kit or Tank

The 80% VG shortfills are built for this. They produce a solid cloud, the flavour sits well in the exhale, and a 100ml bottle will keep most moderate vapers going for a reasonable stretch. The 100ml size comes with free nic shots included, so you are not paying extra to add nicotine. For guidance on which tanks pair well with high-VG liquids, see our sub-ohm tank guide.

If You Are Switching from Disposables

Start with the nic salts at 20mg in a pod kit. That combination is the closest to the draw and nicotine delivery you will already know from disposables, while giving you access to a far wider flavour range and a dramatically lower running cost. Our guide on the best nic salts after disposables is a good next read.

If You Are Not Sure What Nicotine Level You Need

The difference between 10mg and 20mg is meaningful day to day. If you were a light smoker or you vape frequently throughout the day without heavy cravings, 10mg is usually fine. If you find yourself reaching for the device constantly or cravings are still breaking through, 20mg is the more practical choice. The UK legal limit for nicotine-containing e-liquid is 20mg/ml, so the 20mg option sits at the ceiling of what is available. Our full nic salts explainer goes into more detail if you want it.

Why Buy Just Jam from Legion of Vapers?

100% Genuine UK Stock

Every Just Jam product we stock is sourced through authorised UK distributors only. No grey market channels, no third-party resellers of unknown origin. That means you are getting the correct formulation, the right labelling, and a product that meets UK TPD compliance requirements.

Competitive Pricing

We keep our Just Jam pricing competitive across all formats, from individual 10ml salts through to 100ml shortfills. Check our multi-buy offers if you want to stock up across a few flavours and save in the process.

Fast UK Dispatch

We ship from the UK and aim to get orders out quickly. Check the current delivery options at checkout, including any free delivery thresholds that apply to your order.

Advice from People Who Actually Vape

Our team are daily vapers who use the products we stock. We have run Just Jam shortfills through sub-ohm tanks, tested the nic salts in pod kits, and worked out which flavours hold up across a long session and which are better as occasional options. The Biscuit range, for instance, holds up far better as an all-day profile than the straight jam flavours, which can sharpen up over extended use. If you are stuck on which flavour or format to go for, get in touch and we will give you a straight answer. You can also browse our best dessert nic salts guide and best dessert e-liquids roundup for context on where Just Jam sits in the wider market.