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Around 20% of youth who had never tried tobacco products expressed interest in IQOS, and one in three were considered susceptible to trying the product in 2020

Mr Donnelly added: "We are continuing to denormalise the sale of tobacco products to make it clear that a product that kills one out of every two of its users is not like other consumer products

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Everything else is ancillary

"Musings of a Cigarette Smoking Man" has the Smoking Man still a young man and not part of the Syndicate in 1963, and he does not smoke yet