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They completely revamped their product line in 2012, offering better quality control, fresher refill cartridges and more stylish accessories at lower price points

The company's new website proclaims, "Designing a Smoke-Free Future: How long will the world's leading cigarette company be in the cigarette business?" What's clear from the move is that Philip Morris believes that the odds are stacked against it when it comes to its traditional cigarette business

Mr Hill said it would be "nonsensical" to deny the excise had pushed people toward illegal products, but price was the single most effective lever to encourage people to quit or reduce smoking

To achieve this, we design and market scientifically substantiated smoke-free products such as heated tobacco products (HTPs) and e-cigarettes*