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Blu still on top, but faltering; Lorillard remains optimistic

Lorillard’s brand Blu retains around a 40% share of the U.S. mainstream retail market for e-cigarettes, an enviable position in many categories. But there are signs in the firm’s latest financial results and in measurement data that its ascendance is slowing, and that if Imperial Tobacco takes over the Blu brand as expected early next year, it will not be inheriting an unstoppable market leader.

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