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He has emphasised that PMI is not merely diversifying its product portfolio but is fundamentally reimagining its business model

PMI must ensure that new products not only meet the health and wellness criteria but also resonate with the lifestyle and identity of its current customer base

Other brands have since engaged in what a 2019 British Medical Journal study called a nicotine arms race to increase the amount of nicotine in their products in an effort to keep up with Juul

E-cigarette use and the relationship to smoking among Aboriginal and Torres Strait Islander and non-Indigenous Australian Secondary Students, 2017