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Choice is a brand of tobacco- and nicotine-free herbal smoking products designed to offer an experience reminiscent of traditional cigarettes. Its Choice Ercigs are made with a proprietary herbal blend and are available in Regular and Menthol varieties. The company describes their draw and aroma as familiar, with a mild, smooth taste and a slightly floral character.

Choice says its blend was developed through more than five years of research and development focused on blending methods. The brand emphasizes the ritual, flavor, and sensory experience of smoking while presenting its products as an alternative without tobacco or nicotine. Its website also highlights retail availability and reports expansion to more than 60 stores, alongside a stated 98% customer satisfaction rating.

Choice provides brand information, frequently asked questions, and guidance on where to buy its products. It cautions that its Ercigs are not intended to be healthier, or to treat, cure, or prevent any medical condition. The company advises people with health concerns to consult a qualified healthcare professional.