Circle K focuses on evolving its sale of e-cigarettes through a partnership with NJOY.

Circle K entered a partnership with NJOY electronic cigarettes for chain-wide corporate store distribution in 3,100 U.S. retail locations as of August 2012.

Circle K has been an early leader in the e-cigarette category, and this new partnership further strengthens NJOY’s brand with products in close to 30,000 retail stores across the U.S.

“While still in its infancy, the electronic cigarette category has thus far been marked by tremendous variation in terms of product quality and consistency,” said Trey Powell, director of national procurement for Circle K. “NJOY has developed a strong reputation for quality, and their performance within the category really underscores the value that consumers have assigned to the brand. We’re confident that our customers will do the same.”

NJOY continues to lead in this category, achieving a 38.5% market share of dollars, according to the most recent Nielsen Scan Track in May 2012. All NJOY e-cigarette products will be available in Traditional, Menthol and varying nicotine levels.

Alimentation Couche-Tard operates a network of 5,803 convenience stores, 4,216 of which include fuel dispensing. Couche-Tard’s network consists of 13 business units, including nine in the U.S. across 42 states, mostly under the Circle K banner.