The right to information is a fundamental consumer value, may it be any form of product; the benefit to the consumer has to be at the heart of it. Today’s consumer is increasingly health conscious, from food to skincare to health and work-life balance – every aspect of life is now a well thought out, researched and self-aware decision. There are more than 1 billion smokers worldwide. And while everyone knows the negative impact of smoking on health, not many know why or of a solution, if they can’t quit smoking.