SCOTTSDALE, Ariz. & NEW YORK -- This past August, Wells Fargo senior analyst Bonnie Herzog praised NJOY's newest electronic cigarette offering, calling it a "game-changer": yesterday, the Scottsdale, Ariz.-based company officially launched NJOY Kings nationwide.
"Today's launch of the NJOY Kings marks a major milestone for NJOY in our commitment to set the gold standard for the e-cigarette industry," NJOY's president and CEO Craig Weiss said in a press release. "This product is unlike any other e-cigarette on the market today offering the very first truly satisfying alternative to the tobacco cigarette. Industry analysts agree, the NJOY Kings e-cigarette is a game-changer within the tobacco category."
Kings have two nicotine levels--4.5% and 3.0% by volume--and are available in either traditional or menthol flavors. They also boast a soft paper feel, squeezable tip and an appealing flip case packaging, which mimics the motion of opening a cigarette pack.
In addition to praise from industry analysts and retailers, NJOY Kings received the "Bestmodo" award from Gizmodo in a head-to-head comparison with e-cig competitors.
To celebrate Kings' entrance into the market, NJOY threw a launch party at The Jane Hotel in New York City, complete with servers carrying complimentary samples of NJOY Kings and an eight-foot-high Kings case with a motorized flip top that opened and closed throughout the party.
And though New York City banned smoking indoors nearly a decade ago, the host encouraged partygoers to "light up" the NJOY Kings.
Many of NJOY’s executives were on hand for the celebration, including executive vice president Roy Anise and senior vice president of sales Vito Maurici. Retailers, investors and tobacco industry analysts--including Herzog--joined in on the fun, posing for pictures in front of a NJOY Kings backdrop, sampling caviar and, of course, getting a first look at the new product.
NJOY Kings will sell for $7.99 at retail and are now available in more than 30,000 convenience stores nationwide, including major players like 7-Eleven, Sheetz, Circle K, GetGo and Cumberland Farms.