JTI has revealed a new combined tobacco and electronic cigarette (e-cig) gantry to help retailers make more of the growing vaping category.

The innovative units make use of the extra space that the new European Tobacco Products Directive laws will create on tobacco gantries when small cigarette packs and tobacco pouches are banned from next year.

The units allow tobacco products to be kept hidden behind doors on one side, while the other is left open to display e-cigs which are not covered by the display ban, including JTI’s Logic brand.

JTI head of communications Jeremy Blackburn told Convenience Store: “The number of SKUs for tobacco is reducing as a result of the new EU laws, which mean that retailers will soon have more space on their gantries.”

Samantha Brown, from JTI’s merchandising solutions team, added: “The proliferation of brands in the e-cig category has led to poor category presentation, lost sales and consumer confusion as retailers try to squeeze brands into any available space they can find.

“JTI is leading the way as the first supplier to develop a true category-led merchandising solution.”

A number of retailers have trialled the new gantries including Arjan Mehr of Londis Great Hollands in Bracknell, Berkshire. “This solution is a great way to merchandise e-cigs,” he said. “I think it’s important to site e-cigs and tobacco together on the back wall. JTI’s approach creates space which will allow me to showcase a wide range, which is critical in driving footfall.”

Dee Sedani, of One Stop Matlock, Derbyshire, has also trialled it. He added: “The new look unit is working really well. I’m able to draw attention to the growing e-cig profit opportunity with a dedicated space, while also managing the category responsibly.”