This paper investigates the fate of the Capillary Aerosol Generator (CAG), a nicotine aerosol device resembling modern e-cigarettes, developed by Philip Morris (PM) in 1994. A debate has emerged as to why this product never made it to market. In Donovan et al. v. Philip Morris USA, Inc., the sides presented opposing views in their arguments. To explore the reasons for CAG abandonment, we searched the Truth Tobacco Industry Documents database for key terms including 'Capillary Aerosol,' 'Project LEAP' (the project under which the CAG was housed), and 'Tony Howell' (CAG inventor). The results show that regulatory, legal, and political concerns deterred CAG development. A lack of progress even after these concerns had abated seems to reveal a larger reluctance to innovate non-tobacco products-perhaps due to concerns about competing against tobacco cigarettes. We also explored additional explanations such as technological barriers and lack of consumer interest.
Keywords: Capillary aerosol; Cigarettes; Philip Morris; Tobacco; e-Cigarettes.