Blu poised to grow as major category player

GREENSBORO, N.C. — As a brand that got into the business on the ground floor, blu is positioned to continue its role as a major player in the electronic cigarette category. “The electronic cigarette category is seeing a rapid growth in awareness, trial and usage among adult smokers,” said blu eCigs president Jim Raporte. “As consumer awareness and product trial continue to grow, blu eCigs expects to maintain its market leadership position and contribute to the responsible development of the product.”

In its transition to a large-scale, second-generation company, Raporte said the brand will continue to invest heavily in national advertising, develop innovative and successful marketing programs to support further retail expansion, and focus on research and development initiatives to fuel category growth.

“We back up our brand image with continuous customer conversation and product development based on direct consumer interaction and input. This level of engagement separates blu eCigs from other brands,” Raporte said.