Imperial Tobacco Co.
(Determined optimum nicotine levels for cigarettes) Did testing pre-1972? of U.K. smokers and concluded that the optimum nicotine delivery for the cigarette, and that stepwise reductions in delivery caused progressive rejection by consumers (see Project Wheat)The abbreviation for Imperial Tobacco Co. is ITC. Imperial tobacco Company did testing pre-1972? of U.K. smokers and concluded that the optimum nicotine delivery for the cigarette, and that stepwise reductions in delivery caused progressive rejection by consumers (Project Wheat 1 p.3).