This company is based in the Channel Islands, and, although part of the UK they are self governing and not part of the EU. (very wise) There was a loophole in the VAT legislation which allowed packets with a value of no more than 18 to be sent to UK without incurring VAT. If the goods that were ordered were over 18 in value then the packets would be split into smaller values and sent that way. This has now been blocked by HM Government

(Response to a question by AGX -How could a company not charge VAT on domestic customers?)