Marlboro NXT

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The Marlboro dark mint flavored NXT just entered the market—a regular cigarette, but with a little something extra in the filter, so smokers can choose whether or not they want a menthol kick by pinching and breaking a tiny capsule.

And someone considers this “innovation.”

Simply adding more junk to a product filled with junk—like sodium hydroxide, which is also in hair removal products, and cadmium, which is also found in batteries—isn’t innovation any more than adding hot sauce to a gas station chili dog is innovation. It might change the flavor, but the results are the same.

1,200 people die every day from tobacco-related disease. We think real innovation could involve Big Tobacco producing a product that doesn’t kill half of its long-term users. Right?