Japan Tobacco International has launched its first e-cigarette across the UK. The battery-operated device uses replaceable cartridges of vaping liquid, City A.M. reported on 27 April.
It is estimated that such devices are used by about 85% of e-cigarette smokers, equating to about 2mn users.
The product was launched at Sainsbury’s supermarkets in January, and plans have been drawn up to boost sales by television and outdoor media campaigns.