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Unlike the previous study, participants in this study did not have access to non-study cigarettes since all 16 participants were isolated to a hotel where they could only purchase the cigarettes provided by the study

Edgar JA, Roeder E, Molyneux RJ

Mark McGuinness, marketing director at JTI UK, said: Since its launch in October 2023, Mayfair Gold has achieved remarkable success, securing the top spot as the UKs fastest growing new brand in 2024

The results of the study are in line with other studies 16,24,37

More receptors lead to the need for more nicotine

However, while the line did well in some of the initial stores, Metro 7 failed to catch fire elsewhere