Imperial Brands has stepped up market testing of its heated tobacco products (HTPs) through a national rollout in Greece.

Insights from Greek consumers on the Pulze device and iD heat sticks will help inform the potential for further launches in a focused number of European markets. As previously announced, market testing is also underway in the Czech Republic, Imperial Brands said in a press release.
Building a targeted and sustainable Next Generation Product (NGP) business is a key part of Imperial’s new strategy and its 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 route to market for its traditional tobacco products.
Anindya Dasgupta, Imperial Brands’ Chief Consumer Officer, said: “Heated tobacco continues to gain traction among adult smokers in Greece, and we see significant growth opportunities for our promising products in this category. The valuable consumer insights we gain from the pilot initiatives in Greece and the Czech Republic will inform the scale and pace of further market rollouts.”
Heated tobacco currently accounts for more than 10 per cent of the total tobacco sector in Greece, with further strong growth anticipated, the press release said.