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Its success forced competitors to adopt filters

This growth is primarily driven by increasing consumer preference for vaping as a perceived less harmful alternative to traditional smoking, alongside the rise of innovative product offerings, flavor diversity, and technological advancements that cater to diverse consumer tastes and lifestyles

Juuls stated mission is improving the lives of the one billion adult smokers. Created by two former smokers and Stanford design graduates (one of whom also worked as a design engineer at Apple), the duo wanted to make a device that looked sleek and attractive: When they could find no attractive alternative to cigarettes, [James Monsees and Adam Bowen] recognized a groundbreaking opportunity to apply industrial design to the smoking industry, which had not materially evolved in over one hundred years

They both fancied Linda, whose heart Alex won