New Cigarette From Reynolds Will Heat Tobacco Instead of Burning it

A new cigarette made by tobacco giant Reynolds American will heat tobacco instead of burning it, the Associated Press reports. The product, called Revo, uses a carbon tip that heats tobacco after being lit.

Sales of Revo will begin in Wisconsin in February. The company said it is a “repositioning” of Eclipse, a cigarette it launched in the mid-1990s that has had disappointing sales.

Reynolds is trying to cash in on consumers’ growing interest in cigarette alternatives, the article notes. Unlike e-cigarettes, Revo contains real tobacco, which could make the product more attractive to cigarette smokers, said J. Brice O’Brien, who heads consumer marketing for Reynolds cigarette brands Camel and Pall Mall. According to O’Brien, Revo will cost about the same as a premium pack of regular cigarettes.

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