Natural American Spirit tries desperately to look like a safer or more wholesome cigarette. Of course, that's a lie (like almost everything else the tobacco industry tries to make us believe.)
In fact, a pack of Natural American Spirit contains 4 times as much "crack nicotine" as a pack of Marlboro regulars! For years Reynolds has attempted to distance the NAS brand from the Reynolds name so NAS might continue to appear more virtuous. But NAS is a wholly owned subsidiary of RAI. It looks like RAI knew that people wouldn't believe them if they tried to peddle a "wholesome" cigarette, so they created NAS as a front.
Now NAS is getting too big and too profitable for them to hide it.
Their own words seem to admit that they've been trying to hide the fact that they own the Sante Fe Tobacco Company, which makes the Natural American Spirit cigarettes:
It's Becoming Harder To Keep Natural American Spirit "Hidden." We think RAI's Natural American Spirit brand (Santa Fe) is one of the industry's best kept secrets or "Hidden Gems" and believe the business could be worth as much as $2.7 billion. We believe RAI has flexibility to unlock this value given that Santa Fe is a 100% owned subsidiary of RAI with a separate salesforce and
manufacturing facility. Also, RAI will soon be forced to break out Santa Fe from its Other segment since its operating profit is approaching the 10% threshold for GAAP reporting which should provide increased visibility.
I try to keep hate out of my heart because I think hate is usually bad for our "funnel," but I hate that these knuckleheads are still profiting from their deceit.