We're a London-based technology company that started with a simple, yet ambitious mission. To help people quit smoking, for good. Over a billion people around the world still smoke. And most will tell you that they would rather not. So, in 2014 we set ourselves the challenge of giving smokers a smarter way to quit. We spoke to literally thousands of smokers to understand what it was they loved so much about smoking, to create a smarter alternative worth switching for. And after years of technological development, we created AYR. AYR is designed to be beautifully smart and effortless to use. But it’s much, much more than that. Uniquely, AYR gives people the insight and power to break their tobacco dependency and ultimately become nicotine-free. Unlike any other company, we are supporting people on their journey to zero. Not just zero cigarettes, but also zero nicotine. We think it’s time smokers were given a smarter option and we will continue to innovate for a smoke-free and nicotine-free world.