Philip Morris International (PMI) has launched its Iqos heated tobacco device in the US through a pilot programme called “Be the First” in Austin, Texas.
Its long-awaited move seems likely to be the beginning of the first major heated tobacco rollout in the US, a large and untapped market that has already become the world’s biggest for vaping products and has recently shown an explosion of interest in nicotine pouches. Iqos is already available in 84 other countries and the US has long been notable for its absence from the heated tobacco market.
