JTI aims to get ahead of the Curv with new e-cig

JTI is extending its successful e-cigarette brand, E-Lites, with the launch of a new brand, E-Lites Curv. Available nationwide from July 1, JTI says the new range “offers a modern, innovative alternative for existing adult smokers and vapers”.

E-Lites Curv has a unique oval shape, and uses a Swiss made e-liquid exclusive to E-Lites. The new range sits in the popular rechargeable sector of the e-cigarette category and includes a simple one-touch charging system for ease of use which offers a convenient 2.5 hour charge time. These features differentiate E-Lites Curv from other products available within the e-cigarette category, according to JTI.

Three varieties are available – regular, Light and Menthol, and as well as full kits, there are “instant use” packs, refills and USB chargers.

Jeremy Blackburn, JTI Head of Communications, said: “The launch of E-Lites Curv will ensure that the UK’s most popular e-cigarette brand [TNS Omnibus Q1 2015. Brand Awareness = top of mind, spontaneous and prompted amp; Nielsen Scan Track Aug ‘14] continues to offer a wide range of quality products for existing adult smokers and vapers.

“The e-cigarette category has almost doubled in value over the last two years with rechargables dominating sales, and this new line is a must-stock for retailers looking to capitalise on the increasing consumer demand for quality e-cigarettes.”

Look out for an e-cigs feature in the July issue of Wholesale News.

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