New hope is on the horizon for cigarette smokers wishing to kick their hazardous habit.
The makers of ""Smoke-Break"" announced Thursday that the U.S. Food and Drug Administration approved clinical tests of a fruity, gel-filled cigarette.
The product was created in Wisconsin by Brett Roth, a West Allis resident who developed the product to quit his two-pack-a-day habit. It closely resembles an actual cigarette and mimics the action of smoking.
""Smoke-Break"" is a cherry-flavored, gel-filled plastic tube that is sucked at one end, with a small air hole on the other so the gel is transferred to the smoker's mouth in very small amounts. The gel contains 1.5 milligrams of nicotine, about as much nicotine as a ""light"" cigarette.
Roth said he has high expectations for his product and predicts success rates much higher than those of the nicotine patch or chewable gum.
""We believe we're going to literally have the quit rates of the two of those combined,"" Roth said. ""The patch and the gum have terrible quit rates.""
UW-Madison professor of medicine, Douglas Jorenby, said he was skeptical of the new product.
""We already have quite a variety of FDA-approved treatments that we know to be safe and effective in helping people quit,"" he said.
Users are expected to supplement each cigarette they would smoke in a day with a ""Smoke-Break"" tube. Users would consume the liquid by bringing the tube to their mouths repeatedly, mimicking the act of smoking a cigarette.
Roth said he thinks the product's replication of the act of smoking will be the key to its success.
""Smokers don't chew their cigarettes and they don't wear them on their arm,"" he said. ""They bring their hand to their mouth and inhale and that's how they get their fix.""
UW-Madison sophomore and smoker, Danielle Lever, said she has mixed feeling about the product.
""The idea behind it is a good one because people are addicted to smoking, as well as the bringing of a cigarette to their mouth, but the idea of sucking gel is really unappealing,"" she said.
Roth and his investors hope to begin a clinical trial within the next 60 days. Roth said they were interested in participants of all ages, sexes and races.
""We're looking for people that are really dedicated to quitting,"" he said.
