Imperial Tobacco to Launch HNB Heated Tobacco Products in Greece
Imperial Tobacco has begun market testing its heated tobacco products through a nationwide rollout in Greece. The launch of the Pulze device and iD tobacco sticks will help assess the potential for further expansion in key European markets. Earlier this m
Imperial Tobacco brand has qualified to launch its heated tobacco products in Greece through a nationwide promotion.
The promotion of the Pulze device and iD heated sticks will help understand the potential for further launches in key European markets. Earlier this month, Imperial Brands launched a pilot trial of its tobacco heating products in the Czech Republic.
Establishing a targeted and sustainable next-generation product (NGP) business is a key part of Imperial's new strategy and its commitment to making a meaningful contribution to harm reduction.
According to the company, heated tobacco is a mature NGP category in many European regions, including areas where Imperial already has strong traditional tobacco product market pathways.
“Heated tobacco continues to be favored by adult smokers in Greece, and we see a huge growth opportunity for our promising products in this category,” said Anindya Dasgupta, Chief Consumer Officer of Imperial Brands, in a statement.
“The valuable consumer insights we gain from the pilot programs in Greece and the Czech Republic will inform the scale and pace of further market rollouts.”
Heated tobacco currently accounts for over 10% of the entire tobacco sector in Greece and is expected to grow strongly further.
The Pulze device heats but does not burn the “iD heated stick” to deliver nicotine and tobacco flavor, containing fewer and significantly reduced harmful chemicals compared to combustible cigarette smoke.
Unlike other heated tobacco products, the Pulze device does not require a charging case and can be used up to 20 times continuously. It is available in copper and silver colors.
The iD tobacco consumables are available in four flavors in Greece: Rich Bronze, Balanced Blue, Capsule Polar, and Ice.
