Most people who try to quit smoking cigarettes will fail. Why? Scientific research shows that the overwhelming culprit is nicotine. Nicotine holds such an addictive power over smokers, because it arrives in the brain so quickly — smoking delivers nicotine even faster than an injection, one researcher notes (http://nnw.fm/uunO1). While people know that smoking is a preventable killer, they also know that quitting is far easier said than done. Nicotine replacement therapy (NRT) products such as nicotine gums, lozenges, sprays, sublingual tablets and transdermal patches dominate the multibillion-dollar global smoking cessation and nicotine de-addiction market. However, all commercial forms of NRT have different levels of efficacy and variable rates of nicotine absorption, as noted in an article published by the National Institutes of Health. Enter drug delivery platform innovator Lexaria Bioscience Corp. (CSE: LXX) (OTCQX: LXRP), which recently announced a significant breakthrough in alternative nicotine delivery technology that was first proven effective in cannabinoid or CBD delivery. Other biotechnology companies conducting research in similar arenas include GW Pharmaceuticals Plc (NASDAQ: GWPH), CV Sciences, Inc. (OTCQB: CVSI), 22nd Century Group, Inc. (NYSE American: XXII) and Zynerba Pharmaceuticals, Inc. (NASDAQ: ZYNE).