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While alternative nicotine products are on the rise, the legacy and appeal of major cigarette brands remain undeniable

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In March 2023, Altria also acquired all products in NJOYs e-vapour portfolio after a $2.75billion investment

Unfortunately for BAT, but fortunately for health-conscious consumers the "smoking while biking" appeal of Cycle never really caught on in China and the brand soon faded into obscurity.

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Powered by "the biggest tobacco company most people have never heard of," China is bucking global smoking trends as cigarette sales surge in the country.