Drugs to Quit Smoking Said Show Promise

A new profitable craving in the anti-craving market

Researchers hope that the drug will attach to nicotine receptors in the brain, preventing overpowering cravings from setting in when someone stops smoking.

If varenicline's claims hold up, the drug could generate more than $500 million a year in sales, said David Moskowitz, an analyst with Friedman, Billings, Ramsey & Co.