Philip Morris International (PMI) is launching a pilot programme for its IQOS heated tobacco device in Austin, Texas, KXAN reported on 21 October. The initiative aims to help smokers switch from traditional cigarettes by offering a less harmful alternative.
Although the company has been selling HTP products in international markets, this pilot program in Austin marks its first entry into the US market.
Nearly 8% of high school students currently use e-cigarettes, according to a survey by the Centers for Disease Control and Prevention. The company's CEO in the US, Stacey Kennedy, said that IQOS is not and will never be marketed to anyone under the age of 21. She added that their research shows that almost no non-smokers start using IQOS.
"Our marketing is only aimed at current nicotine or traditional tobacco users. If you are already a nicotine user, especially if you are unable to quit, switching to a better product would be a better choice."
PMI has indicated that it will conduct research and focus groups in Austin before making IQOS available to the public.
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