Electronic cigarette (e-cig) brand Njoy is another step closer to its goal of “making cigarettes obsolete” after expanding its reach into the convenience sector.

Its disposable e-cig products are now available in McColls, Londis and Budgens stores as-well as in Bestway depots.

The expansion also reflected the growth of the e-cig market, which was now worth an estimated £193m in the UK, senior vice president Bo Ekberg said.

“We see a huge opportunity – the opportunity to make cigarettes obsolete,” Ekberg added.

“To achieve this goal e-cigs must be made as conveniently available as their tobacco counterparts. Whether it’s in a community store with the morning paper, a petrol station, or a high-end store like Harrods or Selfridges in London, we need to be in every place existing adult smokers would expect to find cigarettes – providing an alternative to tobacco products,” he added.

The new retailers join Njoy’s already strong distribution network, which includes Booker and Premier stores, and Tesco Express and Sainsbury’s.

Njoy disposable products come in four flavours: traditional, bold, traditional gold and menthol with an rrp of £5.99.