The UK's leading vape brand is to drop dessert and soft drink flavours.

The UK's leading vape brand Elfbar and its sister brand Lost Mary say they will drop dessert and soft drink flavours, which have been criticised for appealing to children.

Elfbar called for a new licensing regime similar to ones for cigarettes and alcohol, the BBC reported.

Elfbar and Lost Mary make up more than half of the UK's disposable vape sales, according to data firm NielsenIQ.

The government consultation on new rules for vapes closes on 6 December.

The dazzling range of flavours have helped to turn disposable vapes into a market worth billions of pounds in a few short years, with Elfbar and Lost Mary taking the lion's share. They are both owned by the Chinese firm Shenzhen iMiracle Technology.

According to the BBC, Elfbar has already dropped Bubble Gum, Cotton Candy, and Rainbow Candy flavours, with more expected to follow. Gummy Bear has been renamed Gummy, but even that will soon be dropped.

These will take some time to filter through the supply chain, so it may take a while for the changes to become apparent on the shelves, a company spokesman said.

The company also called for tighter restrictions on vape sales, including a licensing regime for retailers, and rules requiring them to display vapes behind the counter.

As many as one third of the UK's vapes don't meet UK legal requirements, such as limits on nicotine strength and tank capacity.

On Monday the third-largest seller, London-based tobacco company BAT, also called for a licensing regime.

Councils have called for an outright ban on disposable vapes, saying that as well as appealing to children, they cause a litter problem and a fire hazard.

Elfbar and Lost Mary sold over £900m worth of vapes in 12 months, more than 160 million units, according to NielsenIQ. Their numbers only capture around half the market, as they don't include many vape shops, online retailers and convenience stores. So the true figure could be double that.

The consultation on e-cigarette regulations ends on 6 December, and legislation in England, Scotland and Wales is expected "as soon as possible" afterwards.