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In many ways the company positioned itself as the foe of big tobacco, saying in job postings that it was disrupting one of the worlds largest and oldest industries and driving innovation to eliminate cigarettes. Tobacco companies including Altria have been investing in e-cigarettes as US smoking rates decline, but those products have lost significant market share over the last year as Juuls popularity has surged

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Flip Top Cartons: Standard cartons come with a flip-top lid

Last year, cigarette companies lost 1 percent of their sales, Bailey said with pride

This is particularly concerning for DIY e-liquids or products stored in unsanitary conditions