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      "text": "Prices increased in all 3 New Categories across both devices and consumables\nImproved Trade Margins for Vuse**",
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      "text": "* Reduction in losses versus H1'21 at category contribution level. Profitability by 2025 at category contribution level: Profit from the sales of brands after deduction of directly attributable costs (including R&D, marketing) and\nbefore allocation of overheads ** Reference to trade margins is to recommended margins based on recommended resale prices. *** Across New Categories. ^Target market for acquisition is existing adult smokers/nicotine users.",
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