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One potential strategy is to introduce sub-brands or product lines under the Marlboro umbrella that are explicitly aligned with health and wellness

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It's a reversal from 2023 when it closed some Fresh locations, and CEO Andy Jassy said that Amazon was holding off on opening new Fresh stores "until we have that equation with differentiation and economic value that we like." The move cast doubts on the success of its Fresh store strategy (Amazon also owns the Whole Foods chain) and its ability to compete effectively against other more established grocery chains