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Catching up to the market leader To catch up, JT banks on a strategy that has already served the company well in its conventional tobacco business: providing consumer choice through product diversification

Through the procurement of non-taxed cigarettes, besides the fact that they supply the underground economy, they put at risk their health

Alcohol can impair the immune system and thin the blood, compounding the risks of smoking

The way [CEO John] Mackay speaks of the collection of the bio-marker data as being cheap or expensive denotes a sense of ownership that the company then has over our physical autonomy that no company has a right to