E-Lites prove to be a popular hit in the East End

Eastender’s fans switched on to their favourite soap last night to be greeted by the UK’s leading electronic cigarettes, E-Lites, which appeared on the show for the second time this year.

The show’s millions of viewers were re- introduced to the electronic cigarettes, which are healthier, cheaper and less restricted than tobacco cigarettes, by Roxy’s shady solicitor who lit up in the popular Café on Albert Square.

Before taking a puff on the smoking alternative, with its signature green light, the character who has been brought in to help Roxy win custody of her child with Jack Branning, turned to onlookers and said: “My first one of the day”. However, he need not be worried, as E-Lites contain no tar, tobacco or harmful chemical ingredients that are found in conventional cigarettes.

Those in the café enjoying breakfast didn’t need to panic either, as E-Lites produce only a harmless vapour and no nasty odour, meaning they can be smoked almost anywhere.

Adrian Everett, one of the founders and directors of E-Lites, said: “As the UK’s leading electronic cigarette brand, we were delighted to be asked to supply E-Lites to the makers of EastEnders. Seeing the electronic cigarettes being featured for a second time on the show, just shows how widely accepted they are becoming. The fact that these can be smoked almost anywhere and are much healthier and cheaper than traditional tobacco cigarettes, makes them an ideal alternative for both the world of soap as well as in reality.”

For details visit www.e-lites.co.uk

E-Lites (www.e-lites.co.uk) was established in the UK in 2007 and is already a leader in its field, producing some of the most advanced electronic cigarettes on the market. The company is expanding nationally and internationally as demand grows for its innovative products.

These are the result of extensive UK research and development. The evolution of E-Lites has been supported by significant investment in design and testing to ensure its electronic smoking devices are made to the highest standards and deliver the most authentic and luxurious smoking sensation possible. The company’s manufacturing facility uses the latest state of the art micro-electronic technology, ensuring E-Lites set the standard within the electronic smoking industry. E-Lites are globally patented, internationally trademarked, and are backed by an international parts replacement guarantee.

E-Lites have attracted the interest of numerous celebrities. Musicians and singers at the 2010 Royal Variety Performance were introduced to E-Lites, with members of N’Dubz, Take That, Jamie Cullum and Russell Watson among the stars fascinated by the product. E-Lites were also included in backstage goodie-bags at the Brit Awards 2011.

One of the directors of E-Lites, Michael Ryan is also chairman of the Electronic Cigarette Industry Trade Association (ECITA), a representative body which provides advice, guidelines and support to members, as well as working to ensure the correct regulatory framework is applied to such products. For more information, visit www.ecita.org.uk