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Philip Morris International (PMI) has officially launched its Iqos heated tobacco device in Texas, marking a significant milestone as the only heated tobacco brand in the country with US Food and Drug Administration (FDA) marketing authorisation. The move is part of PMI’s strategy to capture 10% of the US cigarette and heated tobacco market by 2030.
The Iqos device is priced at $60, while Heets tobacco sticks cost $8, which is $1 less than Marlboro cigarettes, according to PMI’s US vice president and chief marketing officer, Francisca Rahardja. Initially, Iqos will be sold through pop-up stores and mobile units – including a downtown Austin location, operating for several months. PMI has also partnered with 15 adult-only venues, such as bars, to introduce the product and educate consumers.
