In case you were worried about the fortunes of British American Tobacco in the face of the onslaught of the edgily-named e-cigarette, (Apple, we are told, will soon be bringing out a smaller, squarer, sleeker iFag) well don’t. They’ve decided not to go down the Kodak road, and will be launching their own version, known predatorily as Vype, on the European market in the months ahead. CEO Nicandro Durante, who was surely appointed in part for his name, has forecast that tobacco alternatives could make up 40% of the company’s revenue in 20 years’ time.