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Tag: IQOS

  • IQOS Ranks No. 74 in Global Brands

    IQOS Ranks No. 74 in Global Brands

    Philip Morris International said its IQOS heated tobacco brand has entered Kantar’s BrandZ 2026 ranking of the world’s 100 most valuable global brands for the first time, debuting at No. 74. The recognition marks a milestone for IQOS as PMI continues expanding its smoke-free portfolio and positioning the brand beyond traditional tobacco categories through technology, design, and reduced-risk product innovation.

    PMI said IQOS now has more than 35 million users globally, with the majority having fully transitioned away from cigarettes. The company also noted that IQOS surpassed $10 billion in annual net revenues within a decade of launch, contributing significantly to PMI’s broader smoke-free business, which generated nearly $17 billion in net revenues in 2025. The company has increasingly centered its long-term growth strategy around smoke-free products, including heated tobacco and nicotine alternatives.

    The Kantar BrandZ rankings evaluate global brands using a combination of financial performance and consumer brand equity research across more than 22,000 brands in 54 markets. IQOS joined a list that includes major global technology and consumer brands such as Google, Alibaba Group, and Xiaomi.

  • PMI Announces FDA Reauthorization of IQOS as MRTP

    PMI Announces FDA Reauthorization of IQOS as MRTP

    Today (April 29), Philip Morris announced that it has received renewed Modified Risk Tobacco Product (MRTP) authorizations from the U.S. Food and Drug Administration for its IQOS heated tobacco devices and associated HEETS consumables. The renewal covers two IQOS device versions and three HEETS variants, allowing the company to continue communicating reduced-exposure information to adult smokers in the U.S. The FDA said the decision is appropriate for the protection of public health, citing evidence that switching completely from cigarettes to IQOS significantly reduces exposure to harmful chemicals.

    The agency reaffirmed that available scientific evidence supports a measurable and substantial reduction in harm compared to combustible cigarettes, even without long-term epidemiological data. IQOS was first authorized through the FDA’s premarket pathway in 2019, with its initial MRTP designation granted in 2020 and expanded in subsequent years. The renewed orders maintain PMI’s position as the only company with MRTP authorizations for heated tobacco products in the U.S.

    The authorization applies to the IQOS 2.4 and IQOS 3 systems, along with HEETS Amber, Green Menthol and Blue Menthol variants. PMI said the decision supports its ongoing strategy to transition adult smokers away from cigarettes, as the company continues to invest in and expand its smoke-free product portfolio while awaiting further regulatory review of newer devices.

  • Tobacco-Free Kids Launches Campaign to End F1’s Tobacco Ties

    Tobacco-Free Kids Launches Campaign to End F1’s Tobacco Ties

    Today (March 28), the Campaign for Tobacco-Free Kids launched a new advertising initiative, “End the Formula,” ahead of the May 3 Miami Grand Prix, calling on Formula 1 to eliminate all tobacco-related sponsorships. The campaign targets partnerships between major F1 teams and companies, including Philip Morris International and British American Tobacco, which promote nicotine pouch and e-cigarette brands such as Zyn, Velo, and Vuse through branding on cars, driver apparel, and digital media. The campaign ties into similar efforts that began in March, which included ads, coordinated outreach with 162 organizations across 57 countries, and more than 25,000 petition messages urging F1 and affiliated partners to end these sponsorship arrangements.

  • Philippines Advocates Alleging Violations from Zyn, IQOS

    Philippines Advocates Alleging Violations from Zyn, IQOS

    Anti-smoking groups in the Philippines are calling on the Department of Trade and Industry (DTI) to act on complaints alleging violations of the Vape Regulation Act of 2022 by brands including Zyn and IQOS, according to the Sun Star. Advocacy organizations claim the products were promoted at public events such as the Sinulog Festival and through collaborations with artists, which they say are prohibited under the law that bans sponsorships and celebrity endorsements tied to nicotine products.

    Additional concerns were raised over product compliance, with some groups alleging that Zyn nicotine pouches are being sold without proper registration. The DTI, which has jurisdiction over vape-related regulation, is being urged to investigate and enforce existing rules, as advocates warn that continued non-compliance could increase youth exposure and undermine public health protections.

  • PM Plans Zyn Expansion in Tokyo

    PM Plans Zyn Expansion in Tokyo

    Philip Morris Japan announced it plans to expand sales of its oral nicotine pouch product “Zyn by IQOS” in Tokyo, with a broader rollout beginning May 11 across IQOS stores and convenience retailers. The product will be offered in Cool Mint, Spear Mint, Apple Mint, and Peach flavors, each with “low” and “medium” strength options. The company said the expansion reflects growing demand for discreet, smoke-free alternatives that can be used in a wider range of settings.

  • PMI Q1 Results Driven by Smoke-Free Growth

    PMI Q1 Results Driven by Smoke-Free Growth

    Philip Morris International reported first-quarter 2026 net revenues of $10.1 billion, up 9.1%, with adjusted diluted EPS rising 16% to $1.96 despite a decline in reported EPS due to a non-cash adjustment. Growth was driven primarily by the company’s smoke-free portfolio, which now accounts for 43% of total revenue and is available in more than 100 markets.

    The smoke-free segment delivered strong performance, with revenue increasing 24.7% and shipment volumes up 11.9%. IQOS remained the key growth driver, with double-digit gains and expanding market share, including becoming the top nicotine brand in markets where it is present. E-vapor products also showed rapid growth, while nicotine pouch volumes expanded in several markets despite declines in Nordic snus.

    Combustible cigarette volumes declined 5.1% in the quarter, although pricing supported modest revenue growth in the segment. Looking ahead, PMI expects continued momentum in smoke-free products, forecasting adjusted EPS growth of 10.9% to 12.9% for 2026 and organic revenue growth of 5% to 7%, supported by ongoing investment in its reduced-risk portfolio.

  • PMI Partners IQOS with Devialet at Milan Design Week

    PMI Partners IQOS with Devialet at Milan Design Week

    Philip Morris International announced a collaboration between its IQOS heated tobacco brand and French audio company Devialet, featuring an exhibition at Milan Design Week 2026. The installation runs from April 20–27 and includes a co-branded limited-edition product pairing an IQOS device with Devialet earbuds.

    “The sound waves carry a signature rhythm – a pattern as unique as a fingerprint,” said Oggie Kapetanovic, president of the Heat Not Burn division at PMI. “Devialet’s sound waves turn emotion into shared experience; IQOS empowers self‑expression while connecting a community of over 35 million users.”

  • FDA Renews Modified Status for IQOS Products

    FDA Renews Modified Status for IQOS Products

    The U.S. Food and Drug Administration has renewed modified risk tobacco product (MRTP) orders for several Philip Morris International IQOS devices and HeatSticks consumables, allowing the company to continue marketing the products with reduced-exposure claims. The authorization covers two IQOS device systems and three HeatStick variants, with the FDA reaffirming that available scientific evidence supports claims that switching completely from cigarettes to IQOS can significantly reduce exposure to harmful chemicals.

    The products receiving modified risk granted orders are IQOS 2.4 system, IQOS 3.0 system, Marlboro Amber HeatSticks (previously Marlboro HeatSticks), Marlboro Green Menthol HeatSticks (previously Marlboro Smooth Menthol HeatSticks), and Marlboro Blue Menthol HeatSticks (previously Marlboro Fresh Menthol HeatSticks).

    The agency said its latest review found new data consistent with earlier findings from initial approvals granted between 2019 and 2022. Under the renewed orders, Philip Morris can state that the IQOS system heats rather than burns tobacco, resulting in lower production of harmful substances. However, the FDA emphasized that the designation does not mean the products are safe or approved, and it restricts the company from making broader health or risk-reduction claims beyond those explicitly authorized.

    The renewed MRTP status is subject to ongoing regulatory oversight, including requirements for postmarket surveillance to monitor consumer behavior and public health impact. The FDA retains the authority to withdraw the authorization if the products no longer demonstrate a net benefit to population health.

  • PM Offers IQOS Specials to Promote Korean Expansion

    PM Offers IQOS Specials to Promote Korean Expansion

    Korea Philip Morris said it will expand retail availability of its new “Electric Purple” color for the IQOS Iluma i One to major convenience stores nationwide from May 2. The color, first introduced on April 10 through the official IQOS online store and nine branded outlets, features a deep purple tone with a bluish tint. To mark the wider rollout, the company will run a promotion through May 20 a discounted price in the 30,000-won ($19.80) range for its devices in all colors.

  • PMJ Launches First IQOS Capsule

    PMJ Launches First IQOS Capsule

    Philip Morris Japan launched its first capsule-equipped cigarette stick, the “Sentia Purple Capsule,” for the IQOS ILUMA heated tobacco series on March 2. Initially available at IQOS stores nationwide, the rollout at convenience stores and other tobacco retailers begins April 6, with the Nagoya IQOS store relocating on March 7.

    The capsule product features blueberry-flavored capsules with invigorating menthol, allowing users to release a burst of menthol and blueberry aroma by crushing the capsule. The product’s purple color reflects the blueberry inspiration. This addition brings the SENTIA lineup to 18 brands, including regular, menthol, flavored, and capsule variants.

    The price is 530 yen ($3.34) per 20-stick pack, rising to 570 yen ($3.59) from April 1. Daniel Sevsick, Philip Morris Japan’s portfolio marketing director, highlighted that this is SENTIA’s first menthol capsule product.