Tomahawk, WI 07/02/2014 (Basicsmedia) –Philip Morris International Inc. (NYSE:PM) is now targeting to take advantage from the e-cigrattes trend. The company recently said that it is developing a unique Marlboro product, which will be called as HeatSticks.  Further, Philip Morris said that the new product will debut in Italy and Japan later this year, while it will extend to other markets in 2015.

Heating And Not Burning

The exclusivity of the product lies in the technology, where cigarettes will be heated instead of burning. The sticks will be heated to a maximum temperature of 660 degrees Fahrenheit (350 degrees Celsius) in a pen shaped device called iQOS. Unlike the famous e-cigarettes that contain liquid nicotine, the heatsticks will contain real nicotine vapor flavored tobacco. The presence of real tobacco is a feature that the company considers as the most attractive story of its product. The product will be one among the reduced risk product ranges brought by Philip Morris International Inc.(NYSE:PM) amid the declining demand of traditional cigarettes. Thus, with the new product on its sleeve, the company expects iQOS to augment its profit by nearly $700 million, as and when the sales touch mark of 30 billion units. So far, the company has invested $2 billion on the development of such products.

Not Attractive In 1990s

The heatsticks concept would not be new, as its history dates back to 1990s. However, the trend did not really catch up, then as smokers found the taste of heated cigarette different than the traditional sticks. However, as the number of smokers are opting to quit smoking for health issues, tobacco companies are eyeing on alternatives to burning, in order to make smoking less harmful. Keeping in view the agreement in place between Philip Morris International Inc. (NYSE:PM) and Altria, it is very much likely that HeatSticks will be soon marketed in the U.S. Both companies have indicated that they could apply to the FDA for initiating marketing of the product in the U.S.

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