Philip Morris Ltd has hired more than 30 vaping managers and executives and is focused on encouraging UK vaping retailers to expand their product range to include IQOS, while providing adequate guidance and training on IQOS products.

In 2021, the heated tobacco category will account for 18.6% of the total UK reduced risk products market. Kate O’Dowd, head of commercial planning at Philip Morris UK and Ireland, stressed that with the addition of heated tobacco products, the UK retailer has added a safer alternative to its existing range.

He said, “Hundreds of independent vape shops in the UK now list heated tobacco products, adding an additional revenue stream to their business. With IQOS, retailers have an alternative option to supplement existing products – to provide customers with a real tobacco choice that is heated, not burned and less harmful than cigarettes. We firmly believe that a multi-category approach can accelerate the end of cigarette sales in the UK over the next 10 to 15 years

Cynthia Chen

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