Making better, more satisfying alternatives for the greatest number of smokers
The World Health Organization estimates that there will be over a billion smokers by 2025.1 With so many people choosing to smoke, it makes sense that they should have less harmful alternatives to cigarettes. Why would anyone deny them this opportunity?
A few important steps are needed to make this common-sense approach a reality for millions of smokers. First, you need to invent less harmful alternatives to cigarettes. Second, these alternatives should be appealing to smokers: they should deliver a taste and sensory experience that leads smokers, who would otherwise continue to smoke, to switch. We can achieve a significant public-health benefit only when a large number of these smokers switch from cigarettes to better products.