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Hoping to capitalize on each brands core demographic and expand their reach seems to be the order of the day for the Italian brand and its cohorts

The mean dietary energy density (kcal/g) was calculated after adjusting for age, sex, race, educational attainment, socioeconomic status, beverage energy density, physical activity and BMI

According to a Truth Initiative report on IQOS in the U.S., During their visits [visitors] were told that IQOS was designed for people to switch from traditional cigarettes, that traditional smokers rather than e-cigarette users would be more likely to enjoy iQOS without the unknown risks of vaping, and that iQOS was a safer alternative to smoking a marketing claim that iQOS was not allowed to legally make. They also note that Visitors to the Atlanta stores received follow-up emails promoting iQOS and announcing a rewards program for customers to exchange points for product coupons. Altria expects to be able to resume sales at some point in the near future

Usage: Hand-rolling / personal preparation