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Harm Reduction Group AB (publ) provides legal nicotine products as a substitute for the harmful tobacco smoking. It also offers electronic cigarettes. The company offer its products under Norse, IVG, Aroma King, and other brands. It sells its products through physical stores, e-commerce, brands, and retail sales. The company was formerly known as Norse Impact AB (publ) and changed its name to Harm Reduction Group AB (publ) in July 2023. Harm Reduction Group AB (publ) was incorporated in 2012 is based in Gothenburg, Sweden.