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FDA-funded research found that smokers who used cigarettes with 95% less nicotine than a normal cigarette, which contains 10 to 15 milligrams of nicotine per gram of tobacco, smoked fewer cigarettes and became less dependent

That promise, at a time when safe milk was hard to come by, and their later milk delivery service, made them hugely successful right up to the 1950s and 1960s when the proliferation of grocery stores and corner markets undercut delivery

Confining sales to a handful of specialist outlets means most adult smokers, who buy their cigarettes in supermarkets, corner shops, kiosks and petrol stations, will rarely cross paths with a safer alternative