LogicAcquired in July 2015, JTI described it as “the leading independent US e-cigarette company”.8 9 10 E-Lites was one of the leading e-cigarette brands in the UK, and the first to be available in the four biggest supermarkets. E-Lites Acquired UK e-cigarette company Zandera for an undisclosed amount in 2014.E-Lites e-cigarette and charger (screen grab June 2014) Acquired E-Lites and Logic For more information see Newer Nicotine and Tobacco Products: Japan Tobacco International.A 2019 presentation to investors made clear that the company’s strategy aimed to deliver returns “by strengthening conventional tobacco products, the main driver of our profit growth”. ![]() However, conventional tobacco products such as cigarettes remain central to JTI’s business. JTI currently refers to its e-cigarettes as “Reduced Risk Products” (RRP), sometimes preceded by the word “potentially”, as part of its strategy for “Building a Brighter Future”. Like other companies, it has referred to its newer nicotine and tobacco products as ‘next generation products’ (NGPs), although its product terminology changes over time. JTI also has interests in heated tobacco products (HTPs), snus and nicotine pouches. Since 2016 it has focussed on marketing its Logic e-cigarettes and as of September 2019 was selling the brand in 19 countries. ![]() It acquired UK-based e-cigarette company Zandera in 2014, and US company Logic in 2015. Japan Tobacco International (JTI) entered the market for e-cigarettes (also known as electronic nicotine delivery systems, or ENDS) in 2011, when it took a minority share in United States (US) company Ploom Inc.
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