Electronic cigarettes are the latest frontier for tobacco companies looking for new areas of growth in the midst of a sluggish traditional market. According to Cheryl Zukowski of Reynolds American (NYSE:RAI), nearly 40% of smokers have tried e-cigarettes, but few have converted.

The company was showing off its VUSE Digital Vapor Cigarette at the recent CES Unveiled in New York City. Our roving reporter Rex Moore was there, and talked with Cheryl Zukowski about the promise of this new technology.

Rex Moore has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.