Could a 700-year-old Swedish tobacco product that's placed under the top lip replace e-cigarettes as the next smoking alternative? About 1 million Swedes use snus daily, and it's becoming popular in the US too. What does it reveal about the changing demands of tobacco consumers?

In 2012 it was ‘omnishambles’, in 2013 it was ‘selfie’, and in 2014 the Oxford Dictionary word of the year is 'vape'. Around 2.1 million adults in UK currently use e-cigarettes, and new ads mean we're 30 times more likely to see the word 'vape' than we were two years ago.

From e-cigarettes to Coke Zero, people see ‘light’ alternatives as healthier – based not on the ingredients, but on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

With smoking in decline, e-cigarettes are anticipated to be the future – but only by being culturally relevant can new brands like Vuse stand out. Will this high-tech alternative be enough reason for smokers to switch entirely?