PMI U.S. today announced the introduction of its IQOS heated tobacco system in the greater Fort Lauderdale area. The “Be the First” pilot program will give Fort Lauderdale area residents 21+ who consume nicotine the opportunity to join a waiting list to be among the first to try this innovative product. PMI U.S. is on a mission to improve public health by providing alternatives that are a better choice than continuing to smoke. Today’s announcement comes after more than 5,000 adults aged 21 and over participated in the “Be the First” pilot program in Austin, TX, where IQOS is now commercially available.
In Florida, around 3.31 million legal-age consumers regularly use nicotine. The majority of them use cigarettes, the most harmful form of nicotine consumption, or use other traditional tobacco products.
“We believe having a portfolio of satisfying smoke-free alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good,” said Stacey Kennedy, U.S. CEO, PMI. “The Fort Lauderdale region offers a dynamic blend of culture and industry, and we’re thrilled to introduce IQOS to this community.”
IQOS heats tobacco instead of burning it, significantly reducing the production of harmful chemicals compared with cigarettes. While the product is not risk-free and contains nicotine, which is addictive and not risk free, it’s a better alternative for adults aged 21 and over who smoke. IQOS is authorized by the U.S. Food and Drug Administration (FDA) as a modified risk tobacco product, which means the FDA has found it appropriate for the promotion of public health.
Through the “Be the First” IQOS Circle, PMI U.S. is inviting residents of designated areas of greater Fort Lauderdale to join the waiting list at www.IQOS.com/us to be among the first to have access to IQOS once available. The waiting list is exclusively for adults aged 21 and over who currently smoke or use another nicotine product.
As part of the launch, PMI U.S. is activating around Miami during the Formula 1 Crypto.com Miami Grand Prix weekend, offering educational opportunities at an IQOS lounge, as well as official IQOS launch events.
IQOS is available in around 70 countries. Since launching in Japan a decade ago, it has helped an estimated 23 million adults worldwide make the switch from cigarettes.