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If you do not like mint-flavored foods and drinks, you are unlikely to like menthol cigarettes

(For a thorough comparison of emissions from heated tobacco products, e-cigarettes, and conventional cigarettes, see this recent review.) But even if heated tobacco compares favorably in a one-to-one comparison to conventional cigarettes, how people use it matters too

The rest of the story is about how theyre made, how theyre used, what they mean in the culture, and why so many people sense such a gulf between them even as public-health agencies warn that neither is harmless

This shift is visible across its communication from multi-channel retail experiences and digital platforms to sustainability messaging