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Neuchâtel in Switzerland is an exciting technological hub and key site of the future of the tobacco industry. Phillip Morris International has been leveraging careful research and development at The Cube facility for over a decade and have more recently set an ambitious target of evolving sales towards an increase in percentage of smoke free products to account for 50% of revenue by 2025 and to completely phase out classic cigarette sales altogether in the next 15 years. This would make PMI the first tobacco company to commit to terminating the very product which shaped this industry, [...]