USA: Philip Morris to relaunch heated tobacco system IQOS

Philip Morris International (PMI), the leading tobacco firm, has announced a relaunch of its heated tobacco brand IQOS in the US, with an initial roll out in the state of Texas.

 

The IQOS device will be sold for $60, and the tobacco sticks to go along with it at $8. The relaunch is part of PMI’s  reported plans to capture a 10% share of US tobacco and heated tobacco unit volume by 2030, and transition the 30 million existing smokers in the US to reduced-risk products.

As part of the launch campaign, PMI has “coaches” who will promote the IQOS system and teach nicotine users how to use the system.

The company is said to be pursuing a limited roll-out of an older version of the IQOS device while waiting for authorisation to sell the latest Iluma iteration.

Source: Reuters / PMI (via Business Wire)