For months, Altria
But now it's time for Altria to step aside, because Reynolds American
Niconovum is really small potatoes in the scope of Reynolds' overall business; the deal has an estimated worth of roughly $44.5 million. But just think of the positive spin that Reynolds could give this acquisition, playing up the company's commitment to consumer health. Combine this little addition with the "all-natural" cigarettes that Reynolds produces through the Santa Fe Natural Tobacco company, and the company could start to market itself as the tobacco industry "wellness" leader.
After all of these open struggles with the new FDA guidelines on tobacco, Reynolds is smart to try to repair its image. Lorillard
Reynolds' acquisition could also broaden the company's international base, thanks to Niconovum's European business. Reynolds is already partnered up with global tobacco stalwart British American Tobacco
Cigarette companies helping consumers to stop smoking, or actively trying to improve product health, is nothing new. A few years back, Vector Group
Big Tobacco will always try to position itself as a collection of somewhat-caring corporate citizens. Now, it looks like Reynolds American may take the top spot as the industry's spin leader.
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