Richmond, Virginia -- Reynolds American Inc. is launching a revamped version of its Vuse-brand electronic cigarette in Colorado, with its sights set on expanding nationally.
The move being announced Thursday at an event in New York City is the latest in an industrywide push to diversify beyond the traditional cigarette business.
Electronic cigarettes are battery-powered devices that heat a liquid nicotine solution, creating vapor that users inhale.
The nation's second-biggest tobacco company says that while many smokers know about e-cigarettes and are trying them, few switch entirely.
Reynolds says its rechargeable Vuse e-cigarette has technology that monitors and adjusts heat and power to deliver the "perfect puff."
The Winston-Salem, N.C., company did not disclose the exact size of the Colorado retail distribution or a timeline for a national rollout.