Electronic Cigarettes Global Expansion Led by NJOY

SCOTTSDALE, Ariz.--(Business Wire)--
NJOY is quickly becoming the most recognized and leading brand of electronic
cigarettes, not only in the U.S., but globally, as it now has distribution
agreements in place for its smoking alternative in more than 50 countries.

"The U.S. represents just four percent of the 1.1 billion tobacco smokers in the
world," said Jack Leadbeater, CEO of Sottera, Inc., which owns and operates the
NJOY brand. "We`ve learned that whether you are in the U.S. or on the other side
of the planet, most people who smoke tobacco know the risks of doing so, and
they are naturally interested in a better alternative."

Recently NJOY was launched in South Africa, through its distributor NJOY South
Africa during an after-hours party at Tokyo Sky featuring new NJOY spokesperson
and South Africa`s sexiest woman Tracy McGregor. McGregor has been involved in a
series of photo shoots and tapings preparing for the launch.

"Sales of NJOY since the launch are approximately 700% greater than we
anticipated, and that more than reaffirms what we thought about this incredible
product and leading brand when we were first introduced to it a few months ago,"
said Mark Taitz, Managing Director of NJOY South Africa, who adds that 26
percent of South Africans smoke tobacco. "Smokers in South Africa ask the same
questions about NJOY as they do elsewhere, and they are equally thrilled to
learn how the product is better."

The number of global tobacco smokers is expected to increase to 1.6 billion by
2025, according to the World Health Organization, while per capita consumption
of tobacco cigarettes and the absolute number of tobacco smokers are also rising
despite a long list of global educational and legislative actions aimed at
reversing the trend. Two thirds of the consumption of tobacco cigarettes comes
from ten countries: China, U.S., Japan, Russia, Indonesia, India, Brazil,
Bangladesh, Germany and Turkey.

"The alternatives of using tobacco cigarettes at certain peril and at incredible
societal cost, along with the option of abstinence, are not enough. The global
trends point that out with absolute clarity," adds Leadbeater. "The time has
come to embrace the electronic cigarette alternative, which many experts believe
to be a progressive step forward almost no matter how you want to measure it."

The NJOY electronic cigarette is a nonflammable, microelectronic device that
mimics with remarkable accuracy the process and sensations smokers seek and
enjoy, but without producing secondhand smoke and acrid odor, without containing
tobacco, tar and carcinogens, and without posing a fire hazard.

Since the introduction of NJOY products, consumer acceptance has been excellent,
with more than 200,000 committed smokers in 50 countries using it. NJOY offers
committed smokers of a legal age the chance to smoke with the pleasure and
satisfaction of traditional smoking, without many of the problems associated
with tobacco cigarettes.

Parties interested in exploring distribution rights in available territories can
do so by calling 888-NOW-NJOY (US) or 480-305-7950 (International), or by
emailing distributors@njoy.com.

NJOY Resources

* NJOY FAQ - http://www.njoy.com/faq
* NJOY Media -http://www.njoythefreedom.com/about_us.php
* Electronic Cigarette Association - http://www.ecassoc.org/

For NJOY
Amy Linert, 480-529-8326
amy.linert@mcmurry.com

Copyright Business Wire 2009