Explore the groundbreaking science behind our smoke-free journey
When it comes to science and research, we set ourselves the highest standards, and our scientific methods are inspired by the pharmaceutical industry. We share our scientific findings publicly and encourage others to review our work.
Our vision is to offer adult smokers who don’t quit a better choice than continued smoking, and to transform for good. How are we making this vision a reality? By developing and delivering a portfolio of better alternatives to smoking that provide nicotine without burning tobacco, and which adult smokers find satisfying.
Tobacco harm reduction
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What is tobacco
harm reduction?
Better alternatives exist for the nine out of 10 adult smokers who continue smoking cigarettes in any given year.
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The facts about
nicotine
Nicotine is a chemical that occurs naturally in tobacco. Whilst it is addictive and is not risk-free, it is not the primary cause of smoking-related diseases.
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The problem with
burning tobacco
It’s a well-known fact that cigarette smoking is harmful and causes serious disease. But not everyone knows why.
Assessing our product health impacts
Harm reduction is nothing new—but assessment is vital to understand the impact when applied to tobacco.
Learn more
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Smoke-free products contain nicotine, so are they really better?
The majority of these products contain nicotine. And if they contain nicotine, are they really less harmful than a cigarette? Nicotine is I believe, one of the most misunderstood molecules in the world.
All about: Heated tobacco products
Also known as heat-not-burn products, these alternatives to smoking heat tobacco below the level of burning to release nicotine and flavors.
5 min readLearn more
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