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Researchers at the Universities of Bristol and Cambridge wanted to see if the number of cigarettes in a single pack could help to reduce the number of cigarettes smoked, given smoking fewer cigarettes per day may increase the chances of quitting

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It also provides powers to further restrict these products from being deliberately marketed and promoted to appeal to children

These two tests market will give the company an idea of whether the IQOS can indeed compete with the already hugely popular electronic cigarette in the reduced-risk product market, which Phillip Morris CEO Andr Calantzopoulos believes is the companys greatest growth opportunity in the years to come