Key Points
- mperial Brands has launched its Red, Gold and Silver iD heated tobacco sticks in Greece and Poland.
- The new iD range features differentiated filter designs intended to replicate flavour intensities familiar to cigarette smokers.
- A 2024 behavioural study conducted by company scientists indicated that Pulze and iD products have potential to help adult smokers stop or substantially reduce smoking.
- The company plans to expand the new heated tobacco range across its European footprint in 2026 and has formed a strategic partnership with Capgemini to support its 2030 ambitions.
2Firsts, February 18, 2026
According to Imperial Brands PLC, It continues to advance its heated tobacco portfolio through what it describes as a challenger approach to innovation.
The company stated that its Pulze device heats, but does not burn, iD tobacco sticks, offering adult smokers an alternative to cigarettes. In 2024, a behavioural study conducted by Imperial Brands scientists demonstrated significant potential for Pulze and iD products to support adult smokers in stopping or substantially reducing smoking.
Following the launch of the third-generation Pulze 3.0 device last year, Imperial introduced its Red, Gold and Silver iD tobacco sticks. The company said the new range features differentiated filter designs corresponding to flavour intensities familiar to cigarette smokers.
According to Imperial, the flavours were developed by its specialist ingredient team in collaboration with leading flavour houses and were assessed by trained sensory panellists and consumers at its Hamburg Sense Hub innovation centre. The products were subsequently tested with a larger group of consumers in Greece. Six out of 10 consumers stated that the Red, Gold and Silver iD products were as good as or better than their cigarette experience, and purchase intention increased by 20%.
The new range has launched in Greece and Poland and is due to be rolled out more widely across Imperial’s heated tobacco markets in Europe in 2026.
Imperial Brands also announced a long-term global partnership with Capgemini. Lukas Paravicini, Chief Executive Officer of Imperial Brands, said the partnership would accelerate the company’s development by strengthening consumer insights, sales execution and innovation capabilities, and supporting its 2030 strategic ambitions.
(cover image:Imperial Brands PLC@Linkedin)
