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Jonathan Alpert, a psychotherapist based in New York City, said the trend works because Diet Coke can act as an "emotional stand-in." COCA-COLA ANNOUNCES NEW ORANGE CREAM FLAVOR: 'ICONIC AND NOSTALGIC TASTE' "It becomes a way [for people] to pause, reset or reward themselves," the expert told Fox News Digital

And even then, the need for cigarettes is not eliminated

North America and Europe hold significant shares, though growth rates are slower due to stringent regulations and declining smoking rates

Each has its disadvantages

Such applications already exist at some multinationals, but Javanshir insists Tabaterra, as a regional player, must create a good basis first