JTI has bought the well-known electronic cigarette brand E-Lites following the acquisition of all outstanding shares of Zandera Ltd.

The investment will provide JTI with an “excellent entry-point” into the fast-growing e-cigarette category, said executive vice president Masamichi Terabatake.

“With E-Lites’ well-established brand and product portfolio, we are able to offer adult consumers another important extension to our growing range of emerging and innovative products,” he added.

Zandera’s executive management team will remain on board where they can share their “extensive knowledge and experience” of the e-cig industry, and their understanding of the product, technology and regulatory landscape.

The deal will also help the E-lites brand to enhance its product offering, added Adrian Everett, Zandera’s co-founder and chief executive.