Convenience Store News published an article recently discussing the growth of the e-cigarette industry. The article mentions facts already known to many — Lorillard’s recent purchase of Blu, the new Reynolds Vuse — but buried near the bottom is a mention of a new e-cigarette called the “NJOY King” — something I have been unable to find a mention of anywhere else on the Internet.

Apparently, the NJOY King is an upcoming e-cigarette that intends to improve upon the current e-smoking experience by offering “look, feel, flavor profile and packaging” more like that of real cigarettes. The article doesn’t elaborate on these statements.

This is an industry full of hyperbole, and what this article touts as a “next-generation e-cigarette” could be something as small as a switch from RN4081 to KR-808 threading. It could also be a new attempt to market disposable e-cigarettes while pushing e-cigarettes with rechargeable batteries into the background. It could also be a completely new product that actually revolutionizes the industry, although NJOY to date has been regarded more for its marketing ability than for the originality of its products.

eCig One received no response to two requests for an NJOY King review sample.

What do you think NJOY is working on? If you set out to design a “next-generation” e-cigarette as Convenience Store News describes, what would you change about the e-cigarettes currently available in retail stores?