Phillip Morris International in the U.S. announced Friday it will be testing its IQOS heated tobacco system in greater Fort Lauderdale, which is used to offer people an alternative to smoking cigarettes. The IQOS works by heating tobacco instead of burning it, which PMI U.S. says reduces the production of harmful chemicals compared to traditional nicotine products.
“We believe having a portfolio of satisfying smoke-free alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good,” PMI CEO Stacey Kennedy said in a release. “The Fort Lauderdale region offers a dynamic blend of culture and industry, and we’re thrilled to introduce IQOS to this community.”
According to PMI U.S., the "Be the First” IQOS pilot program will be available to Fort Lauderdale residents 21 and over who use nicotine. The pilot program was previously done in Austin, Texas, with more than 5,000 adults participating.
Around 3.31 million legal-age consumers use nicotine in Florida, the release noted.
PMI U.S. is a part of Philip Morris International Inc., headquartered in Stamford, CT. The affiliate's mission is to provide 45 million nicotine consumers, including 30 million who smoke traditional cigarettes, with other options.
Although IQOS is not risk-free and still contains nicotine, PMI U.S. said the product is a "better alternative" for adults who choose to smoke over commercial cigarettes. It has also been certified by the U.S. Food and Drug Administration (FDA) as a modified risk tobacco product, which means it is appropriate for the promotion of public health.
IQOS was first launched in Japan and has since expanded to around 70 countries. Over that time, it is said to have helped 23 million adults worldwide make the switch from cigarettes.
Per its announcement, PMI U.S. will be active during the Formula 1 Crypto.com Miami Grand Prix this weekend. To learn more, please click here.
