Pioneering E-Lites comment on BAT’s ‘safe cigarette’ bid

The UK's top electronic cigarette manufacturer E-Lites says the race to develop a safe new alternative smoking device has already been won.

The company has issued a 'defiant' response to news that tobacco giant BAT is planning the launch of a ‘nicotine delivery product’.

E-Lites, which has, over the past four years, developed some of the most sophisticated electronic cigarettes on the market, says BAT’s non-electronic nicotine inhaler is unlikely to win many fans among British smokers who are already switching to e-cigarettes in record numbers.

E-Lites Director Dermot Ryan said: “Plans by BAT to produce a rival device to the electronic cigarette could be viewed as a cynical attempt to gatecrash this fast-growing industry. Ultimately, we are confident that our new generation of products are the most credible alternative to tobacco cigarettes. We’re proud that E-Lites is completely removed from the world of tobacco manufacturing. We are focused purely on our genuine alternative. Can BAT say the same thing?

“Electronic cigarettes are making a major impact on tobacco cigarette sales. Advanced technology such as that contained in the E-Lites G9 range is creating a great alternative to tobacco. With products that are reliable, robust and satisfying – but much healthier – smokers get a very similar experience but can feel much better about it. This is surely the future.”

The healthier credentials of E-Lites were highlighted at a Tobacco Amnesty supported by Dr Hilary Jones, which marked World No Tobacco Day on 31st May. He said: “Electronic cigarettes are another alternative for people who want to avoid the known carcinogenic effects and other by-products of smoking tobacco. I understand the addictive power of smoking and there are some people who like the hand-to-mouth habit and the inhalation of nicotine. If they can't quit completely, then this is a healthier option."

Regulation for ethical electronic cigarette companies, like E-lites, is through Trading Standards, supported by ECITA and its Industry Standard of Excellence. ECITA works closely with trading standards, the MHRA and the European Commission promoting a harm reduction policy through the use of electronic cigarettes. This ensures the products are safe and provide a genuine alternative to traditional cigarettes. The ECITA mark is essential proof that the product has been regulated and complies with British Trading Standards.

You can find out more about their products at www.e-lites.co.uk.

(EDITOR: Surely all attempts to make smokers more healthy are to be welcomed?)