AUSTIN, Texas — Philip Morris International (PMI) U.S. has officially launched its FDA-authorized IQOS tobacco heating system in the Greater Austin area, giving adults aged 21 and older a new option in the growing category of smoke-free nicotine products. Austinites can now purchase IQOS online or experience the product in person at select pop-up stores and designated 21+ retail locations.
The launch of IQOS in Austin marks the first step in PMI U.S.’s broader national rollout of its smoke-free products. The device is already available in more than 70 global markets and has been used by more than 23 million people worldwide who have switched from traditional cigarettes since its initial launch in Japan a decade ago.
Unlike conventional cigarettes, the IQOS system heats tobacco instead of burning it, which significantly reduces the production of harmful chemicals typically associated with smoking. While not risk-free, the system has received authorization from the U.S. Food and Drug Administration as a “modified risk tobacco product,” meaning it has been found to reduce exposure to harmful substances and may benefit public health when used by current adult smokers.
“We’ve seen the impact that a diverse range of smoke-free alternatives—like IQOS and ZYN—can have in helping adults 21+ move away from cigarettes,” said Stacey Kennedy, CEO of PMI U.S. “We are committed to raising awareness and educating both consumers and public health leaders about the progress being made in harm reduction with our smoke-free products.”
The commercial availability in Austin comes on the heels of PMI opening a permanent IQOS retail store downtown at 3rd and Congress Streets. Since the company’s initial marketing push in October 2024, more than 5,000 Austin residents over 21 have signed up to explore the product through its “Be the First” program.
According to PMI, more than 4.3 million Texans over the age of 21 use nicotine products, with the majority still smoking cigarettes. The company aims to offer alternatives that reduce exposure to the toxicants found in smoke, complementing its portfolio that also includes ZYN nicotine pouches.
With this latest move, PMI U.S. positions IQOS as a key component of its broader harm reduction strategy—one that seeks to provide better alternatives to combustible tobacco while advancing public health goals through innovation and regulation-supported offerings.
