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Not only is the minty, cooling flavored tobacco most heavily marketed and consumed in Black communities, where over 80% of smokers use menthol, it is a big reason Black men face the highest rate of lung cancer, says Phillip Gardiner, a public health activist and co-chair of the African American Tobacco Control Leadership Council

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Their Light line feels like a whisper compared to stronger brandsits soft, airy, and intentionally subtle

This was driven by the continued growth of IQOS, which has now surpassed Marlboro in net revenues, solidifying its position as the leading premium nicotine brand less than 10 years after its launch