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Some participants mentioned the perceived purity of RYO as a motive for switching from cigarettes, eg, Thats one of the reasons I did it [switched], also the money aspect, but also that, I thought it was just, oh thats just the baccy, nothing no other stuffs in it (FG1, 18-24F)

We already know how they're responding

Charity Benefited Variety KC: 40% of the Sell Price

It is important to avoid harmful substances in e-liquids and devices, such as diacetyl and acetoin, by choosing products that prioritise safety

These smoke-free product variants undergo extensive reduced risk products (RRPs) assessments during the various product development phase and scientific research

Some stores also bake fresh bread daily, including buttery croissants