Elfbar and its subsidiary Lost Mary will drop dessert and soft drink flavours that have been criticised for appealing to children.
Sweet flavors based on confectionery and drinks like bubblegum and cotton candy have been dropped by Elfbar and more flavors are expected to follow.
Some flavors like Gummy Bear have been rebranded as Gummy, but even the gummy bear flavor is on the way out.
Chinese-owned Elfbar and Lost Mary have thrived in the multi-billion pound single-use vape market, rivalling industry giants to account for more than half of UK sales, according to data firm NeilsenIQ.
But in a debate on new vaping laws that ends on 6 December, vaping will be restricted amid the UK's growing youth vaping problem. Elfbar has proposed a licensing regime similar to that for tobacco and alcohol.
Campaigners have long called for tighter regulations on vaping marketing to young people and taxes on disposable vaping products, the most popular type of vaping among teenagers.
Ministers have called for a ban on decoy companies selling vape products with brightly coloured packaging that appeals to children.
Last year, China dealt a blow to the industry with a ban on the sale of fruit or cake flavours domestically.
But the ban has not stopped the export of candy-flavored disposable vapes to countries like the UK. ElfBar and Lost Mary are both owned by Chinese company iMiracle Technology.
According to the NHS, 40 children and young people in England were admitted to hospital last year with “e-cigarette-related disorders”. These included lung damage and asthma.
Electronic cigarettes or vapes allow users to inhale nicotine in the form of a vapor created by heating an e-liquid. The ingredients usually include PG, VG and flavorings. Unlike traditional cigarettes, vapes do not contain tobacco or toxic substances such as tar or carbon.
Although considered safer than traditional cigarettes, the long-term effects of vaping are still being studied.
Doctors fear that young people who use vapes will have lung problems, dental problems and even cancer.
A spokesperson said it would take time to filter the supply chain and regulate licensing for retailers to ensure vapes were only behind the counter and not openly displayed on shelves.
Elfbar also called for further restrictions on vape sales, including a licensing regime for retailers and new regulations.
“Such a regime would reduce children's exposure to vaping and make it easier for authorities to regulate the vaping business,” an Elfbar spokesperson told the BBC.
“Furthermore we believe this will help combat the growing illegal vape market and boost vape recycling rates.”
London-based British American Tobacco also called for more licensing sanctions.
Elfbar and Lost Mary have generated more than £900m in sales in just twelve months, equivalent to 160 million vape devices sold, according to NielsenIQ.
The consultation on e-cigarette regulations closes on 6 December, with laws in England, Scotland and Wales expected to be implemented soon.
The UK Independent Vape Trade Association, which represents the industry, said its own research showed 56% of regular smokers believe single-use vapes would help people cut down on smoking.
Last month, chairman Marcus Saxton welcomed the consultation but said there was a risk of 'policy going too far and removing a vital smoking cessation product when simply enforcing existing rules could have the same impact'.
“As an industry, we recognise that we have to address the issue of youth vaping and are willing to work with the government to address it. At the same time, we have proposed severe and frequent fines for those who break the rules,” he added.
