Premium e-cigarette brand NJOY is to be stocked at retailers including Harrods, Selfridges and Tesco from this month as the brand launches across the UK.
Its new partnerships with McColls Retail Group, Londis and Bestway Cash and Carry will see it expand into over 15,000 UK retail outlets from this month.
NJOY’s partnership with Tesco will expand during 2014 to include further Tesco Main stores, in addition to the company’s Express stores and petrol stations.
NJOY is one of the most popular e-cigarette brands in America, with over 85,000 retail locations in the US alone. The company began expanding into the UK and Europe in mid-2013, and plans to continue expansion throughout 2014. NJOY predicts the growth in the e-cigarette market will be expected to surpass $2bn globally in 2014 and cites the UK as a key market.
E-cigarettes have attracted controversy since they came onto the market and The British Medical Association want them banned, saying they “directly undermine” the effects and intentions of a ban on smoking in enclosed public spaces.
The £5.99 e-cigs, which come in flavours such as traditional bold, traditional gold and menthol, are designed to replicate the smoking experience by providing a better flavour and produce an odourless vapour and no smoke or tobacco smell.
“With NJOY, and e-cigarettes as a category, we see a huge opportunity – the opportunity to make cigarettes obsolete” comments Bo Ekberg, Senior Vice President International at NJOY. “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.”
Watch NJOY’s TV ad below