In Tokyo yesterday, Philip Morris International PMI held the global launch of what it terms the “next generation of Iqos”, its heated tobacco brand, in the form of new products called the Iqos 3 and Iqos 3 Multi.
The decision to announce the launch in Japan was a nod to its status as the country where Iqos debuted in 2014 and the brand’s biggest of the 42 markets it operates in, with Iqos consumers there...
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