Indeed, capsule technology is a key premiumisation strategy for the industry, generating value across price categories.15 ,18 Brands containing flavour capsules are increasingly important for industry growth.3 ,4 ,14 ,1821 For example, a 2011 British American Tobacco (BAT) report describes its capsule brands as reaching the highest share of any innovation across the Americas, with low levels of cannibalisation of its other brands and greatest growth among young adult smokers.4 A 2013 Philip Morris International (PMI) report is similarly enthusiastic.3 Independent focus groups with Scottish women22 and industry research23 ,24 indicate the attractiveness of flavour capsules for providing the option of smoking with or without menthol flavouring
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They have grown in popularity, especially among younger individuals, and regulation is important to combat misleading claims of safety and reduce underage usage
Cooling Agents: The vapor feels cool thanks to ingredients like menthol or other cooling agents
It's inspired by a cigarette ring that dates back to 1946
Read Time: 12 min read Electronic cigarettes are popularly known as e-cigarettes, e-cigs or vape pens
