E-cigarette brand vows to make tobacco obsolete

E-cigarette brand Njoy has vowed to banish tobacco to the history books after gaining listings in 15,000 stores this month.

The US brand is now sold at luxury retailers like Harrods and Selfridges, wholesalers Booker and Bestway, convenience chains including McColl’s, Budgens, Londis and Premier, and Britain’s largest retailer, Tesco.

The cigarettes will initially be sold at Tesco Express and petrol forecourt stores and will be rolled out into supermarkets later in 2014.

Njoy has also launched an aggressive TV ad campaign that attacks traditional cigarettes and encourages smokers to quit tobacco.

Bo Ekberg, senior vice president, said: “With Njoy, and e-cigarettes as a category, we see a huge opportunity – the opportunity to make cigarettes obsolete.

“To achieve this goal e-cigarettes must be made as conveniently available as their tobacco counterparts. Whether it’s in a community store with the morning paper, a petrol station, or a high-end store like Harrods or Selfridges in London, we need to be in every place existing adult smokers would expect to find cigarettes – providing an alternative to tobacco products.”

The three-strong range includes Traditional Bold, Traditional Gold and Menthol variants.

They emit an odourless vapour with no smoke or tobacco smell.

Market analyst firm Nielsen said e-cigarettes are a £193 million in the UK and that annual sales will rise to £339 million by 2015 and overtake the £450 billion tobacco market within a decade. 

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