CHARLOTTE, N.C. -- It looks like an electronic cigarette but operates like a vapor product.
"It's a bridge, to give cig-alike and vape users a new choice," Mistic CEO John Wiesehan Jr. told Tobacco E-News and CSP Daily News about the company's breakthrough Mistic Bridge.
The product is sold in starter packs and individual refillable replacement tanks, and will make its debut nationwide on Black Friday, November 28.
Mistic is also unveiling four new flavors--vanilla, watermelon, apple and pineapple.
The launch comes as the e-cigarette segment continues to lose share to the rapidly growing vaping sector. What is likely to attract attention is that Mistic Bridge, which integrates the company's Haus e-liquid, employs the battery of two of its fiercest rivals, Lorrilard's blu and MarkTen, the primary brand of Altria's e-vaping company Nu Mark.
Moreover, Mistic said it expects next year to expand Mistic Bridge's compatibility with batteries of additional competitors in the hotly contested market.
Charlotte, N.C.-based Mistic remains among the top-selling brands in both the e-cigarette and vaping segments, competing against the likes of R.J. Reynold's Vuse, MarkTen, blu, Logic, NJOY and 21st Century.
With a manufacturer's suggested retail price (MSRP) of $14.99, the Mistic Bridge starter kit features a battery wrapped in an elegant, cobalt blue-colored handle, a refillable tank powered by the company's proprietary HAUS technology and a USB charger. For $9.99, Mistic Bridge's refillable tanks can attach to the company's batteries, but also those of MarkTen and blu.
"We estimate that there are more than three million cig-alike batteries in the marketplace, providing users of such brands such as blu and MarkTen with the opportunity to create a truly personalized vaping experience with the Mistic Bridge," Wiesehan said.
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