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FRE was created to provide adult nicotine users with better options than the bland options on the market, and it's advancing its mission with FRE Labs, a flavor innovation platform that gives customers access to flavors beyond the brand's core lineup. More than just being able to access small-batch, limited-run flavors, adult consumers get to have a say in the ones that are brought back and which land a spot in the permanent FRE lineup.

This initiative kicks off with the FRE Labs Ice line batch, made for fans of bold, fruit-forward flavors with an icy-cool finish from an integrated menthol component. Blackberry Lemon Ice is the first drop, and more will be revealed as the community has their say on what comes next.