PMI targets Italy and Japan for 2014 launch of iQOS

Philip Morris International (PMI) will introduce its reduced risk iQOS cigarette system in Japan and Italy toward the end of this year, the company told investors. PMI’s heat-not-burn system uses a rechargeable battery-powered holder into which a filter-tipped, “HeatStick” containing tobacco is inserted.

Heat sticks initially will come in three Marlboro versions; rich, light and menthol. The holder can deliver 20 "experiences" without recharging. A pocket charger is part of the kit. PMI promises “real tobacco” taste with no smoke, no ash and less smell. From one test city in each country, PMI said it plans nationwide rollouts in Italy and Japan in 2015, and expansion into as yet unspecified regions.

“PMI is well positioned to lead the RRPs (reduced risk product) category”, the company said in a presentation to investors in Lausanne, Switzerland. 

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