“We expect to further expand, NJOY promotions and marketing activations in the first quarter, and we anticipate submitting a PMTA for NJOY's age restricted Bluetooth device with non-tobacco flavors in the first half of this year.”

In context

“ribution and placement at retail were necessary precursors to engaging consumers with impactful marketing and promotional offers. Turning to NJOY's business results, NJOY consumer -- consumables shipment volume was approximately 11 million units for the quarter, and 23 million units since closing. NJOY's retail share and the multi-outlet and convenience channel was 3.7% in the fourth quarter. In November, we began testing trial generating bundle offers in a limited number of retail accounts, and the results were very encouraging. Despite the limited reach of these offers, NJOY retail share increased 0.3 of a percentage point nationally in November and another 0.3 in December. While still early, we are excited by NJOY's momentum and remain optimistic about its potential in the U.S. market. We expect to further expand, NJOY promotions and marketing activations in the first quarter, and we anticipate submitting a PMTA for NJOY's age restricted Bluetooth device with non-tobacco flavors in the first half of this year. We look forward to sharing more detail about our plans for the year at CAGNY. Looking more broadly at the e-vapor category, we continue to believe that the current state of the market is intolerable for both legitimate manufacturers and consumers. As I previously stated, the total nicotine space grew in 2023, largely because of illegal flavored disposable e-vapor products. These products are being distributed by companies violating virtually every rule and guidance the FDA has issued since 2016. We are actively engaging with regulators, state and federal lawmakers, air trade partners, and other stakeholders to build awareness of this serious issue and drive marketplace enforcement. While we believe there is still significant work ahead to eliminate these illicit products from the market,”