The most publicised and controversial player in the US e-cigarette market is aiming at UK smokers who find existing e-cigs too complicated – looking to expand the total vaping market, not cannibalise existing brands. Dan Thomson, managing director of Juul UK, said the company was more interested in getting people to stop using traditional cigarettes than in getting established vapers to switch to their products. “We’re not looking at taking a slice of that pie,” he said. “We are about converting people from combustible cigarettes. At present, we’re not looking at getting into the open-system market or anything like that.” Juul, a closed-system pod e-cig, which ECigIntelligence estimates now has 25% of the US market, was launched in the UK in July.