Even though electronic cigarettes are evolving at a fast pace, we are yet to see a vaporizer that can accurately replicate the smoking experience. That’s all about to change according to James Monsees, CEO of PAX, who claims they are working on a new e-cigarette that is going to revolutionize the industry.
Such bold claims are not exactly unheard of in the vaping business. Everyone, from the small independent brands to Big Tobacco talks about proprietary technology that makes their products unique, and yet so far electronic cigarettes all work essentially the same way. But although Monsees didn’t want to go into details about his company’s upcoming e-cigarette just yet, he did talk a bit about the principle behind it, and it does indeed sound different.
Apparently, the PAX research and development department has been focusing on how nicotine is delivered in combustible electronic cigarettes versus electronic cigarettes. “All the e-cigs on the market are basically using the same chemistry–nicotine in its pure form,” Adam Bowen, chief technology officer of PAX Labs, said. “If you look at cigarettes, what you find are nicotine salts: nicotine complexed with organic acid to form a salt. This was a huge discovery.”
These salts deliver nicotine in a completely different way than the vaporization of e-liquid, but in order to take advantage of their discovery, Pax researchers needed to work on reverse engineering the naturally forming nicotine salts from tobacco leaves to use in their electronic cigarette. Monsees claims they were successful and the result is “an e-cigarette that’s fundamentally different”.
“The result of this is really profound: a night and day difference,” Bowen added. “This new platform delivered, finally, a real cigarette experience.”
PAX’s yet-to-be-named electronic cigarette will differentiate itself from the rest of the products in the category mainly through these revolutionary nicotine salts, but in true PAX fashion, it will also have a sleek appearance and premium placement. No word yet on a release date or price point, but James Monsees promised more concrete details in the coming weeks.
“This is a product that is ultimately going to change the nature of the e-cigarette industry,” Monsees concluded. “This is a market where 60% smokers have tried e-cigarettes, but only about 6% become repeat consumers. That’s a huge gulf. It’s not the lack of category awareness, it’s the lack of consumer satisfaction. We’re trying to close that gap, and this is the product to do so.”