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Initially, vape devices were met with a little trepidation

MAYER: Thats right

Nicotine-Free: As a result you can start quitting nicotine and smokeless tobacconicotine addiction while still indulging in a flavorful alternative

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Indeed, capsule technology is a key premiumisation strategy for the industry, generating value across price categories.15 ,18 Brands containing flavour capsules are increasingly important for industry growth.3 ,4 ,14 ,1821 For example, a 2011 British American Tobacco (BAT) report describes its capsule brands as reaching the highest share of any innovation across the Americas, with low levels of cannibalisation of its other brands and greatest growth among young adult smokers.4 A 2013 Philip Morris International (PMI) report is similarly enthusiastic.3 Independent focus groups with Scottish women22 and industry research23 ,24 indicate the attractiveness of flavour capsules for providing the option of smoking with or without menthol flavouring