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E-Cigarette Maker NJOY Seen as Takeover Target Amid Innovation

When NJOY throws a party tomorrow at the stylish Jane Hotel in New York’s West Village to pitch its latest smokeless electronic cigarette, the company will also send a reminder to traditional tobacco makers: the innovation of e-cigs is igniting growth.

The closely held company is introducing NJOY King nationally this week, with television and print advertising saying, “Cigarettes, you’ve met your match.” The goal is to make cigarettes obselete, “replacing them as they are currently designed,” said Executive Vice President Roy Anise.