We have a vision of replacing cigarettes with scientifically substantiated better products for adult smokers who don’t quit.
Quitting tobacco and nicotine altogether is always the best choice for any smoker. However, we know that most smokers continue to smoke.
To achieve our vision, we have developed smoke-free products that either eliminate the burning of tobacco or do not use tobacco at all. In the absence of combustion, the levels of harmful chemicals in the generated aerosols are significantly reduced compared to cigarette smoke.
We recognize that no single product will be acceptable to all adult smokers in order to fully switch. Therefore, our approach is to provide a wide range of smoke-free alternatives, so that adults who would otherwise continue to smoke can find a suitable alternative that allows them to fully switch.
