JTI is investing in its electronic cigarette (e-cig) brand E-Lites with the launch of new E-Lites Curv.

Available nationwide now, E-Lites Curv is oval shaped and uses a Swiss made e-liquid exclusive to E-Lites to provide a quality taste.

The new range enters the popular rechargeable sector of the e-cig category and includes a simple one-touch charging system and a convenient 2.5 hour charge time.

A nationwide print and broadcast media campaign “A Curv makes the difference” will support the launch of E-Lites Curv.

In store point of sale will also be available for independent and convenience retailers, including branded countertop displays and E-Lites advertising graphics for tobacco gantry doors.

JTI head of communications Jeremy Blackburn said: “Vapers are becoming more demanding about the quality of their product.

“The e-cig 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-cigs.”