“As far as ON PLUS pricing, while I'll be careful not to play out our whole strategy, we do believe ON PLUS is a differentiated product and commands a premium in the marketplace.”

In context

“N PLUS, could you talk a bit about the pricing strategy there? Where you plan to position it sort of as you get past the initial, you know, introductory and trial periods. Do you think that that could command a premium to the classic and your what you're thinking about in terms of pricing there? Billy Gifford: Yes. Thanks for the questions. I think related to your first one, would refer you to their vision, which is to move consumers in a responsible fashion to smoke-free products. Nothing in the trends that I would point to. I've seen some of the same stories you have. And that is why we've been after the FDA for an expedited authorization process so you can get smoke-free products in the marketplace and inform consumers about the risk of the various forms of nicotine in the marketplace. As far as ON PLUS pricing, while I'll be careful not to play out our whole strategy, we do believe ON PLUS is a differentiated product and commands a premium in the marketplace. And I would really direct you to go on nicotine.com and what you can see is the price differential where e-commerce now is live on a national basis, you'll see the price differential that ON PLUS is listed at there versus ON Classic. So we feel good about the strategy. Certainly, as we introduce the retail, we'll have various introductory price promotions and that can vary state by state. So we'll continue to use our analytics but we feel very excited about the differentiation we have and the consumer feedback related to that differentiation. Eric Adam Serotta: Great. And then just one follow-up on the double duty drawback, not to beat the dead horse here. But just in terms of sizing the potential here, can you talk or provide any color on what you're doing here that may be apart from the”