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"The BOX" campaign celebrated the hard, crush-proof box format itself the rigid flip-top pack, a genuine selling point in a pocket-and-purse world where the soft pack got crushed

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READ: Industry reacts as Health Canada bans convenience stores from selling nicotine pouches Overall, the reaction [weve had] from provincial and regulatory bodies has been one of cautious optimism, as they recognize the potential health benefits of providing smokers with safer alternatives, he says