Philip Morris International (PMI) in September began rolling out its iQOS heat-not-burn product across Japan following a successful test program in the city of Nagoya, the company said.

PMI first introduced iQOS late in 2014 in Nagoya, and Milan. Additional city launches are planned in Italy later this year, PMI Chief Financial Officer Jacek Olczak told an investors conference in Boston. A third country, Switzerland, was added in August with the launch in five cities of the battery powered device using Marlboro HeatSticks.
“We believe that heat-not-burn products, in particular, will provide adult smokers with the best alternative to cigarettes based on taste, satisfaction and ritual,” Olczak said.