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The most common issue involved battery packs (272 incidents), followed by e-cigarettes (149), cellular phones (106), other electronic devices (90), laptop computers (81), and medical devices (3)

By investing in flavour innovation, lifestyle marketing, and wellness credentials, they created a new growth curve that complemented, rather than replaced, their heritage brands

"The nature of the character is immersive

But the youth rate has remained flat, at 8.5 percent, since 2007