ADDING MULTIMEDIA Smoking Alternative - NJOY - Launched in Retail Stores by TSC

NJOY is a Smoke-Free Electronic Cigarette That Simulates the Look and Feel of
Smoking Cigarettes and Cigars
CHARLOTTE, N.C.--(Business Wire)--
NJOY (www.njoy.com) - a smoking alternative that gives smokers all the pleasures
they seek, without all the health, social and financial problems - is now
available in retail outlets across the United States. NJOY is the latest effort
of TSC Group (http://www.tscgrp.com), a company well-known for introducing
breakthrough products to consumers via the American retail environment.

NJOY replicates traditional smoking with remarkable accuracy, but is a
preferable alternative because it:

* contains none of the tar, additives or carcinogens found in tobacco-based
products
* produces no second- or third-hand smoke
* leaves no lingering odor
* can be freely used in places where traditional smoking is often banned, such
as restaurants and offices
* over time, is less costly than traditional smoking when used comparably

Consumer acceptance of NJOY has been excellent. In a survey of NJOY customers,
92 percent said they liked the product so much that they told others about it.
NJOY is distributed in 50 countries and has accumulated more than 50,000
customers in less than two years.

"If you can imagine a product that looks, feels and tastes like a cigarette or
cigar, and gives smokers all the enjoyment and satisfaction of traditional
smoking … without all of the health, social and economic problems, then you can
imagine NJOY," said John Wiesehan Jr., TSC President and CEO.

The introduction of NJOY to American retailers is receiving the same immediate
embrace. NJOY is now available at Pilot Travel Centers, The Pantry and The
Kangaroo convenience stores, Travel Centers of America, Petro travel and
convenience stores, BJ`s Wholesale Club, and Bashas, as well as major online
environments such as target.com and costco.com and a variety of specialty
stores.

"The popularity of this product and brand is growing very rapidly. We are in
final negotiations with a number of leading retailers, and the public can expect
us to add many more store locations this year. In fact, there`s no question that
2009 will be the coming out party for NJOY, and that by the end of the year NJOY
will be as convenient to buy as Coke or Pepsi," concluded Wiesehan.

The NJOY product line includes three device styles: NPRO which is similar in
size and color to a traditional cigarette, NCIG which is a longer, more stylish
device akin to those used in Hollywood in the mid-1900s, and NROBO which is a
classic disposable cigar model.

Cartridges come in multiple flavors including traditional, menthol, strawberry,
vanilla and apple, and a variety of nicotine strengths (no nicotine, ultra
light, light and regular).

An estimated 20.9 percent (45.1 million) of U.S. adults smoke tobacco, and NJOY
is considered a positive smoking alternative for these individuals who are above
the legal age for smoking.

NJOY Resources

* NJOY FAQ http://www.njoy.com/faq
* NJOY media http://www.njoy.com/media
* NJOY testimonials http://www.njoy.com/testimonials

About TSC Group

TSC Group LLC is a leading company in the sales, marketing, and distribution of
consumer brand products to America`s top retailers. Since the 1970s, TSC has
earned the respect and confidence of national retailers by successfully
introducing innovative, profit-driven and high growth products, and by
facilitating and streamlining the factory-to-shelf process TSC has fueled the
growth of more than 300 products for popular brands such as Compaq Computers,
TracFONE Wireless, Phillips, Nintendo, Black & Decker and Canon. Headquartered
in Charlotte, TSC has more than 300 employees with offices in Atlanta,
Knoxville, Miami, Richmond, Denver and Dallas/Fort Worth, and active
relationships with over 100,000 store fronts.

About Sottera

Sottera, based in Scottsdale, Ariz., has launched the groundbreaking products
and technology represented by the trademarked brand NJOY. The name Sottera is
derived from Soteria, the Greek god of preservation. NJOY gives tobacco smokers
the opportunity to continue smoking with minimized health risk, greater freedom,
lower cost and more social acceptance.

For NJOY
Emily Barna, 602-663-2467
Email: emily.barna@mcmurry.com

Copyright Business Wire 2009