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Revo Reversal

RJ Reynolds recently announced that they’re ending the testing of Revo in Wisconsin. According to Reynolds’ president and chief executive Susan Cameron, marketing support for Revo has discontinued and the product will no longer be available in Wisconsin by the end of the month.

Reynolds’ spokesperson Richard Smith indicated that while there was high interest, actual adoption of the product didn’t meet their expectations. He also said most adult smokers in Wisconsin preferred to stick to their conventional cigarettes.

The company stressed that they’re not giving up on the idea and will continue to develop alternatives.

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