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Brands like Esse and Vogue dominate the super-slim market by offering lighter flavor deliveries that minimize harshness

Reynolds will keep its Camel, Pall Mall and Natural American Spirit brands and acquire Lorillard's flagship Newport brand, giving it 34 percent share of the U.S

Challenges: overcoming the inevitable The tobacco industry has vehemently opposed plain packaging,22 23 using multi-jurisdictional strategies including lobbying, organised opposition and front groups, public relations and media campaigns, and litigation.8 24 25 Each country will face its own obstacles, but strong political will, and the coalescing of civil society, advocates, public health and the medical profession can overcome these barriers.26 27 Furthermore, legal decisions in national and regional courts, and by World Trade Organisation panels established to arbitrate on disputes under bilateral and international trade agreements, have favoured plain packaging

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or 25 tins