The Need for Innovation

The facts on the impacts of tobacco use across the globe and the United Kingdom speak for themselves. Tobacco smoking is a health epidemic of almost unparalleled proportions. The World Health Organisation believes if current trends continue tobacco-related illnesses could be responsible for up to one billion premature deaths in the 21st century. This status quo must change. Kind Consumer believes innovation into practical alternatives for the tobacco user is key in saving lives. If an effective, affordable and safe replacement for the tobacco cigarette can be adopted widely by smokers who cannot or will not quit, it would deliver far-reaching public health benefits by saving thousands of life years lost prematurely in every generation.