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Imperial Brands’ cigarette sales had declined in the first half of its 2017 financial year, and as the company’s competitors are steadily investing in safer alternatives, it comes as no surprise that Imperial would follow suit. The tobacco company is expected to announce the acquisition next week, whilst releasing its latest financial report.

Unlike its competitors BAT, PMI and Japan Tobacco, Imperial has so far refrained from investing in HnB products, and maintained focus on the vaping market.
Nerudia is UK company based in Liverpool that was established in 2013 and now boasts over 100 employees. It manufactures nicotine containing e-liquids whilst assisting its clients to comply with the various complex e-cigarette regulations imposed by entities such as the TPD in the EU and the FDA in the US. In 2016, Nerudia’s sales were 10.3 million pounds ($13.6 million), however according to accounts filed by the company, last year it reported a net loss of 826,000 pounds.

Imperial maintains position in the vaping market

Unlike its competitors BAT, PMI and Japan Tobacco, Imperial has so far refrained from investing in HnB products and has maintained focus on the vaping market. In 2013, the tobacco company acquired Dragonite’s e-cigarette business, whilst in 2014 it moved to purchase Blu, which at the time was the world’s leading e-cigarette brand. The following July, Imperial acquired Austrian e-cigarette manufacturer Von Erl GmbH.

Read Further : Bloomberg

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