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Singer-songwriter Bruno Mars is lending his name and his money to an electronic cigarette company called NJOY.
According to E! News, Mars recently ditched cigarettes and took up smoking NJOY brand e-cigarettes which are tobacco-less, smoke-less, and therefore healthier than the real thing.
Mars was so satisfied with NJOY’s product that he decided to invest in the privately owned company.
He said, “I’ve been using NJOY Kings instead of cigarettes these days, and I’m sticking to it. I believe in the product and the company’s mission.”
The NY Post had further details, reporting that the e-cigarette business is serious competition for the tobacco industry. The risk of secondhand smoke is nonexistent and e-cigarettes are cheaper because they aren’t heavily taxed.
An expert analyst told the Post that the e-cig business will boom into a $1 billion market within a couple years.
So it seems that Mars made a smart investment.
The singer is not under contract to actively promote NJOY products, but he’s more than welcome to do so, as he’s clearly done already.
Earlier this month, he tweeted: “Day 1 E-Cig, Gotta do it!!! This is for you mom” and included a picture of himself enjoying an NJOY.