Reynolds American plans to launch a heat-not-burn product early in 2015, which would provide a domestic challenger to Philip Morris International’s iQOS heat sticks, the Associated Press reported.

Revo employs a carbon tip to heat tobacco after it has been lit. It will be launched the state of Wisconsin in February, 2015, the AP said. Test marketing for PMI’s iQOS has begun in Nagoya, Japan, and is planned for Milan, Italy, the news service reported. IQOS is a hollow device like a pen holder that heats cigarette-like sticks.
Consumers will pay about the same as a pack of premium cigarettes for Revo, the AP said in a story citing J. Brice O'Brien, head of consumer marketing at RJ Reynolds Tobacco. The average price for premium cigarettes is about USD 6 (EUR 4.80). Revo is patterned after Reynolds’ Eclipse heat-not-burn product, which experienced little success when it was introduced in the mid-1990s, the AP said.