Imperial Brands: Ongoing market trials for heated tobacco products

Imperial Brands has stepped up market testing of its heated tobacco products with a nationwide rollout in Greece.

Information from Greek consumers on the Pulze device and iD heatsticks will help to illuminate the potential for additional launches in a number of targeted European markets. As previously announced, market tests are also underway in the Czech Republic.

Building a focused and sustainable Next Generation Product (NGP) business is a key part of Imperial’s new strategy and commitment to make a meaningful contribution to harm reduction.

Heated tobacco is an established NGP category in a number of European territories, including where Imperial already has a strong marketing channel for its traditional tobacco products.

Anindya Dasgupta, Chief Consumer Officer of Imperial Brands, said: “Heated tobacco continues to gain ground among adult smokers in Greece, and we see significant growth opportunities for our promising products in this category.

“The valuable consumer insight we gain from the pilot initiatives in Greece and the Czech Republic will determine the scale and pace of future market deployments. ”

Heated tobacco currently accounts for over 10 percent of the total tobacco sector in Greece, with strong growth expected.

Notes to Editors:

The Pulze device heats – but does not burn – iD heat sticks to provide nicotine and tobacco aromas with fewer and significantly lower levels of harmful chemicals found in combustible cigarette smoke.

Unlike other heated tobacco products, the Pulze device does not require a charging case, providing up to 20 consecutive uses. It is available in the colors copper and silver.

ID tobacco consumables are available in Greece in four flavors: Rich Bronze, Balanced Blue, Polar Capsule and Ice.


Imperial marks plc published this content on September 20, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on September 20, 2021 02:11:04 PM UTC.

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