How Do We Achieve a Smoke-free Future?

Our ambition is to replace every cigarette for all adults who would otherwise continue to smoke with science-based smoke-free products, as soon as possible.
We know that if better alternatives to smoking are made available, and enough adult smokers switch to them, we can more rapidly achieve a significant milestone in global health and that is, a world without cigarettes.
We are here to work together and collaborate to ultimately drive the end of cigarettes.
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