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Pulze and iD heated tobacco products launched in Czech Republic

Imperial Brands has made its heated tobacco products available in Europe for the first time through a national launch in the Czech Republic.

The launch, the first of two planned European pilot trials for the Pulze device and iD heat sticks, supports Imperial’s commitment to make a meaningful contribution to harm reduction.

Imperial is investing in heated tobacco opportunities in a focused number of markets in Europe as part of its new strategy to build a targeted and sustainable Next Generation Product (NGP) business.

The Czech pilot is the first step of a disciplined approach to meeting consumer needs in markets where the category is already established and where the business is able to leverage an existing strong route to market.

Joerg Biebernick, President, Europe Region, said: “Heated tobacco offers significant growth opportunities in Europe where, in many territories, it is the biggest NGP category and the fastest growing.

“Detailed market testing will allow us to quickly expand our consumer insights and inform the potential to launch validated heated tobacco products in further European markets.”

Heated tobacco currently accounts for around 10 per cent of the total nicotine sector in the Czech Republic, with further strong growth anticipated.

The Pulze device heats – but doesn’t burn – iD heat sticks to provide nicotine and tobacco aromas containing fewer and substantially lower levels of the harmful chemicals found in combustible cigarette smoke.

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

iD heat sticks are being made available in five flavours: Rich Bronze with rich tobacco flavour and triple flow filter technology, Balanced Blue, Mint Polar Green, Mint Ice and Capsule Polar.

The Pulze heated tobacco device is being launched in two European pilot markets.