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Dairy-free milk, vegan eggs, meatless burgers and…plant-based cigarettes? While the proliferation of plant-based products is most commonly associated with food and beverages,1 2 Winston’s new packaging and advertising—highlighting ‘100% plant-based menthol’ (figure 1) and ‘farm to pack’ (figure 2) cigarettes—suggest that the tobacco industry is tapped into some of today’s most popular food trends. These marketing strategies are well aligned with the tobacco industry’s history of using language and imagery that communicate reduced health risks and environmental sustainability,3–5 as well as its long-standing connections to the food industry.6 7
Contributors LH and IGR conceived of the manuscript idea. IGR led the writing of the manuscript. LH, JJP and AEE critically revised the manuscript for important intellectual content. All authors approved of the final submitted manuscript.
Funding This study was funded by National Cancer Institute (R01 CA217165) and National Heart, Lung, and Blood Institute (T32 HL007034).
Competing interests JJP has provided consultation to pharmaceutical and technology companies that make medications and other treatments for quitting smoking and has served as an expert witness in lawsuits against the tobacco companies.
Provenance and peer review Not commissioned; externally peer reviewed.