RESTRICTED
Reference No. B2. 1
Research cotference, Canada - AuTzst, 19!32
UNDERSTANDING THE SMOKI.%G TRCCr----S -
THE WAY FORWARD FOR LOW OZL:':ZRY ?7_10UCTS
M. Oldman
In response to consumer demand, we have been enp4ed !or some considerable
time in the development and marketing of c-garettes -4itn reduced smoke
deliveries. Products have been designed f=: those of our consumers who,
whilst wishing to remain cigarette smokers, perceive some personal benefit
from smoking cigarettes yielding less tar an! nicotine than is obtained from
,the more traditional product. The transition to the new cigarettes is
accompanied by the need for the smoker to a his expectations, particu-
larly in respect of the 'satisfaction' or taste level which lie will obtain
from lower delivery products. For those w'-z are able to accommodate the
reduction in sensory and pharmacological stim--lation, it is assumed that the
implied reassurance which they obtain from smoking lower delivery products
enables them to remain members of the smoking ;opulation.
However, we have clear indications that Aost - smokers who. attempt to - switcb
permanently into 40 to do so, often despite
numerous attempts with a variety of milder products. That they are
attempting to switch surely indicates a slani!lcart health concern
motivation; that they fail, identifies some significant product weaknesses.
Given the apparently high level of unsuccessful loon;-term switchers, it is
reasonable to conclude that the health concerned (but as yet unsatisfied)
smoker characterlses a market sector with sign--ficant growth potential.
The fArst- ?eneration of low -delivery 'cigarettes worm -almost -unlyersall
relatively -b;*me Indeed, for some SMO.-KerS, their very blandness
producti.
itself will have provided repeated reassurance that an appropriate change in
product choice had been undertaken. Thg,--raaidual.:,would-rbe;--Iow'--ldelivery
Gmokers,' however@,-require-somethIng-different'Z'a tzr!lich-retains-aw
many of-the 'traditional values'associated'with-fulk- f1"our,ciqar*ttSk,-smQk1nq?
89 possible, whilst at the same time, is genuinely regarded as a 'i0w delivery
product. This emergent product class we have previously described as %tv"p-
tar plus,", where the 'plus' may be variously expressed, for example, as 'a
low delivery cigarette with middle tar (!ull !Iavcur) taste'. Or, we might
regard the 'plus" pharmacologically In our develc=ment of cigarettes with
lowor than usual ta r: ratios. tar-pluor
proposition provides us with the-greatest.-tachnical-chaLlenge,-but also.with
the greatest-potential Tnarket'opportunities-and-rawarda.%
C,
IC
cc
0198211i.tioAme-icanT.,t--icc.iC., ILC
BATCo document for Province of British Columbia 19 April 1999

-2-
in order to provide products in this important category, it. will be necejL-
sary to devote considerable research resources tonsignificantly-extend our
understanding of the-various-sensations-associated with-emokinq. in view
of the multi-faceted mature of the phenomena to be studied, it is appro-
priate that we conceive of an holistic approach to research in this area,
drawing upon resources from a range of research groups with GRSCC. Such a
coordinated research prograw-me is being constructed from ongoing projects,
each of which is likely to provide significant contributions to our under-
standing of the sensory, chemical, physiological and pharmacological
requirements for advanced low delivery products.
In order to -establish, the 'benefits of any new concepts or designs, refine-
ment and -extension of our consumer testing and smoking behaviour methods
will also be required.-
In essence, we are confronted by the , need to obtain from -small amounts of.
smokeT the maximum idns6ry-hhd pharmacclogical'sensatibnal we are seeking
to achieve enhanced efficiency of stimulation, on a per cigarette or per
puff basis, in order that the maximum sensation can be achieved at the
lowest delivery level - 'inaking-the'vmoke"work'harderl. At the same time,
the smoker,must"'be"able'to-dbtain-Wi"itfifabt:EbnwwlVMMb--Iwovlomcr-harder'
- by !Ioversmokinql or"wattemol!tft4'v@compennation'. In order to achieve
this; we need to more fully understand
(a, the mechanisms through which sensory and pharmacological signals
are received, transmitted and translated,
(b) the components of smoke which yield these sensations and which of
these are amenable to amplification or supplementation,
(C) the influence of particle dynamics and chemistry, particularly
in the mouth, on qualitative judgements of the product, and
(d) the interaction between product characteristics, smoking behaviour
(especially puff taking) and product acceptability.
All these factors will have to be reconciled with the smo'ker's inherent
dispositions to smoke in a particular way - largely determined by his
exrerience of traditional, full-flavoured products which define, at least
in part, his expectations of a desirable and acceptable smoking experience.
Our...turther-understanding-of"thelomoking-process..vallr w,a I ch-closer
,ipq mu
examinationrof, the -smoking-- acV. in particular, the role of themd").Y
sensationts-in -the. mouth, -.which --contribute to -.th* ImoUr I s -, impression;,04
satisfactiop. We believe that iqo*dZwwking,-mechanics-@are',-&- I pXetvqukjk@@p
oi an acc4pptable- smoking expax-ionc*4 wepcW-not-yst,-know-whother-the,,Ampa"
tant sensation-of "mouthfullftft-,Wo
..p@errsd:br. features -. of @the smoke 1,boluq
1. . ;. body"
or -is--i'nfeYr-ei1-tK-r6ugi1 mediatfYig;-i4nsatTon'zJ 'We believe that the
of the smoke may be chemically enhanced using, [or example, falty acid
ester additives; we do not know how these chemicals achieve this effect.'
We believe that the -smoker"@expeqitiii-'i-diiftaiiii"isennory, and pharmacological
reward for a given puffing lof "but" we @do'not know the-elastic' limit .'of&
this carrelationi
0 1992 loutish Avneri.an Tobacco Co. Ltd. This must r-c- tv copied w 01-lwn to amuthonsed rwrs,_rs.
BATCo document for Province of British Columbia 19 April 1999
J

-3-
More *w*_"need.,tq_)LTww@sPjch ;more rabout.-ithe -xelatio hipsi@,
nx
between. szoking -.th* -sensory
At the sa=e tire, we need to investigate the r*laticinship between puff
taking and inhalation, in order to Identify genuine mouth-only effects
which may be separated from sensations only inferred from the later
phar-.aco!cqica:. response to inhalation. We need to know much More about
the inf luence of. 14 VW molcooln:k"
atimulatiani-and'-th*ir'contr.Untioa_@,to-Venscry4wAti-stat:iozW We should have
regard not only to direct enhancement of desirable sensations, '--ut also
to the =Lnlmizatlon of undesirable sensations. In this connection,
cyclo'-exv: alcohols are claimed to inhibit malodour perception. At the
same ti=e, we should explore the possible exploitation of mechani=S
wh1ch miq--t potentiate desirable responses to smoke constituents; for
exam-cl-, t-e role of salivating agents, like sucrose octa-acetate, should
be further investigated.
in su=ar-..-, our future research projects in this area will respect our
corLuittrient to better understand the smoking process in the be:4ef that
this will vrovide us with the means to design and sell low delivery
products to a market waiting to be convinced that it is possible to smoke
"mild" ciLirettes without sacrificing satisfaction and enjoymenz. This
researcl not only extend current product development principles, but
is ex-zected to provide some entirely new dimensions to our thinking about
cigarette design.%.
in pursuing these goals. #* need to know which activities in other CAC
research laboratories have a direct bearing on this programme and on
which aspects some direct collaboration might be arranged. Also, we
should ask which other laboratories/operating companies are able to offur
facil-'--ies to field test signficant developments arising fzz-.2 this
research.
cri
3,710J." AMC-M.-Z.- T-.,bscco Co. Ltd. This inuit not be copied or saawn to unstiftristd pc-2.:?-s. %C.
BATCo document for Province of British Columbia 19 April 1999