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The companys early marketing and social media campaigns were widely criticized for their popularity among teens with user-generated Juul-related Instagram content continuing months after the company shut down its own social media accounts in late 2018

This carefully curated approach has secured JT an overall market share in the HTP segment of an estimated 26% as per 2020, Thotakura said, citing the companys published first-quarter 2021 results report

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It simply allows Swedish Match, which manufactures Zyn, to market certain products as a less harmful alternative for adults who completely switch away from cigarettes

Company executive Sami Naffakh said extensive efforts to find a viable solution for the plants future had proved unsuccessful, citing high production costs, underutilization, and declining volumes in the traditional tobacco segment