Speaking to The Grocer, Sarah Connor, communications director at JTI UK, said: A growing number of existing adult smokers are looking for an alternative but familiar tobacco experience in the form of heated tobacco products, meaning supermarkets in the UK have seen heated tobacco category sales of 54m ii in the last year, with growth of 11.1% iii . While many vapes, nicotine pouches, heated tobacco products and other smoking alternatives have seen most of their UK development to date in specialist or convenience outlets, the multiples are embracing the sector increasingly, and the potential is obvious
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PMC 1513423
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