JTI is extending its E-Lites brand with a new Curv range.

It is backed by PoS and promotional activity for the brand, which will begin in August with a a nationwide print and broadcast media campaign. The campaign includes sponsorship of UK venues and TV advertising.

Curv uses a unique Swiss-made e-liquid and has a one touch charging system for ease of use. It charges within 2.5 hours and has a long lasting battery life.

Jeremy Blackburn, JTI head of communications, said maintaining availability of E-Lites in a visible location in store will drive repeat custom.

“More than half of users buy at least four refills every month and 36% of customers purchase them more than once a week,” he added.