Nicorette is trying to hold onto its position in the quit smoking market as electronic cigarettes have become increasingly popular. They have introduced pocket packs of nicotine gum that contain a small number of pieces in different flavors, allowing customers to try gum without buying a full box. While e-cigarettes allow people to quit smoking while still smoking, Nicorette will likely find a niche market but will no longer be the dominant player as it was, since e-cigarettes better satisfy the nicotine craving in a similar experience to smoking.