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To achieve this, it is actively promoting the switch for adult smokers to smokeless alternatives, encapsulated in its motto to "Switch to Better." The company aims to reach 50 million users of its smokeless products by 2030

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(Increases in lung cancer correlated with an uptick in smoking were observed as far back as the 1880s, said Suzaynn Schick, an associate professor of medicine at UCSF.) While menthol doesnt have a direct effect on nicotine levels, it does make cigarette smoke easier to inhale by masking its harshness