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For Occasional and Social Smokers Occasional smokers and social participants in smoking situations often find full-strength products excessive for their usage patterns, while many light products still deliver more nicotine than preferred

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Theyre also great at motivating third-party promoters like affiliates

Japan Tobacco CEO Mitsuomi Koizumi told an earnings briefing in February: We have very high expectations for growth of the so-called tobacco vapor category in five years or so from now. The iQOS is a tobacco stick that is heated just enough to produce an aerosol but not combust