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WALL STREET JOURNAL
Tobacco Companies Get a Clear Smokeless Signal
Traditional cigarette sales have been resilient in the Covid-19 crisis, but investors seem prepared to reward only innovation
Staff members measure ingredients at a Swedish Match tobacco snus store in Stockholm.
PHOTO: ANNA RINGSTROM/REUTERS
By Carol Ryan
Oct. 7, 2020 7:54 am ET
The weak performance of most tobacco stocks this year suggests it will be a slog to lose their pariah status. A rally in one outlier, Swedish Match, shows why it should be worth the effort.
Shares in the Stockholm-listed business, which makes smoke-free nicotine products like Zyn oral pouches, have gained 50% this year. Its valuation premium over tobacco giants Philip Morris International, British American Tobacco and Altria in terms of forward price-earnings multiples has grown correspondingly more extreme.
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