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      "text": "On track for our £5bn New Category revenue and profitability by 2025***",
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      "text": "^Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive. * At constant rates. See Appendix A2. ** See Appendix A6. *** Profitability at category contribution level: Profit from the sales of brands after deduction of directly attributable costs (including marketing) and before allocation of overheads.",
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      "text": "Actively encouraging smokers to switch to our reduced risk products^; 51% New Category revenue growth*; Adding 4.8m adult consumers of non-combustible products** to reach 18.3m; Built a >£2bn New Category revenue business; New Category losses reduced for the first time by c.£100m (c.10%)",
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