Our goal is to provide current adult smokers with acceptable alternatives that are reduced risk compared to continued cigarette smoking. In order to have a positive impact on population health, not only does a product need to have a reduced risk profile, it must also be acceptable to current adult smokers so that they are more likely to switch. A product that is scientifically substantiated to have a reduced risk profile will have little or no impact on population harm if not enough adult smokers switch to it. It is important to note that we do not add nicotine to our tobacco-containing products. The nicotine present in cigarette smoke and the aerosol from tobacco-containing smoke-free products is naturally present in tobacco. Although nicotine is addictive and is not risk-free, many experts agree that it is not responsible for smoking-related disease, and that the toxic substances generated by combustion are the drivers of disease.