In fact, the least provocative thing a cigarette should be called is Death, given that its the only legally available consumer product that kills people when used exactly as intended. Deaths main source of exposure, unsurprisingly, was PR but the press had sharpened their daggers too

And the reason for this is that BAT is historically strongest in Europe in the value for money and the low segments of combustibles, which make the size of the prize for BAT particularly high to convert combustibles consumers to smokeless offers. Looking at the entire world, in three years BAT has turned the new category business from unprofitable to break-even: And now, as Soraya Benchikh, CFO, points out, the new categories business is profitable: And by H1 2024, new category contribution had already reached 8%, as we announced in our first half results. Unsurprisingly, she can say: The transformation is working. Because: New Categories are more than offsetting the decline in combustibles and they are further driving superior profit growth
Italy's main stock market index, MIB, even gained slightly on the following Monday, while the closely watched spread between Italian and German 10-year debt barely moved over Friday's closing at 230 points
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Loose pouches are a bad idea: Unlabelled items create avoidable questions