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Smokers who have successfully completely switched to e-cigarettes also report anecdotally that being able to use flavors other than tobacco or menthol helped them to sustain e-cigarette use rather than dual use or going back to smoking their usual cigarette brand (30)

5,6,7,8 The potential effects of a nicotine reduction strategy With an estimated 37.8 million adults still smoking in the United States, the FDA is trying to understand what will happen if they reduce the nicotine content and by how much they should do so

The company also maintained an interest in producing other tobacco products in case trends within the cigarette market shifted