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News analysis

PMI launches Iqos in Texas and sets the stage for the US heated tobacco market

Written by || 21st October 2024 || News analysis | Heated tobacco | Major brands | Marketing and retailing | Modern oral | GeographiesNorth America Texas United States

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.

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Antonia Di Lorenzo

Assistant news editor/senior reporter
Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.

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