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The flavour curve

Shisha and vapour are rare examples of modern tobacco product categories in which flavour offerings have evolved to suit the needs of consumers, not regulatory limitations. What can we learn when we trace the 'curves' of these category's flavour evolutions? Do they share a common future?

On appearance, the shisha and vapour product categories could not be more different. And yet they have some close similarities. First of all, they're not cigarettes and this generally works in their...

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