A regulatory filing on the Reynolds American website states American Spirit is the leading super premium cigarette brand that is a top 10 best-selling cigarette brand, priced higher than most other competitive brands and is differentiated from key competitors through its use of all natural, additive-free tobacco, including styles made with organic tobacco. But words like all natural and additive-free on American Spirits labeling, the suit says belies the fact that Santa Fe Reynolds adds ammonia to their cigarettes to maximize the amount of nicotine a smoker receives with the result that American Spirits contain significantly more free-based nicotine than other major cigarette brands.