PMI U.S. Reveals Ft. Lauderdale as Next IQOS Launch City to Provide Residents 21+ Who Smoke a Better Alternative to Leave Cigarettes Behind

FORT LAUDERDALE, Fla.--(BUSINESS WIRE)--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.

About PMI U.S.

Philip Morris International Inc. is headquartered in Stamford, Connecticut, and its U.S. affiliates (collectively, “PMI U.S.”) employ more than 2,500 people. PMI U.S. is on a mission to improve public health by providing the 45 million nicotine consumers in the U.S. — 30 million of which still smoke traditional cigarettes — with better alternatives. Since 2008, PMI has invested more than $14 billion globally to develop and commercialize FDA-authorized smoke-free products for legal-age nicotine consumers. PMI U.S. operates smoke-free product manufacturing facilities, including Swedish Match North America’s Owensboro, Kentucky, plant that makes ZYN nicotine pouches and Triaga’s facility in Wilson, North Carolina, that produces HEETS as part of the IQOS heated tobacco system. Swedish Match North America has a regional office in Richmond, Virginia.

U.S. marketing practices support 21+ access only

PMI U.S. is committed to responsible marketing practices focused on limiting access to adults 21 years of age and older. PMI U.S. does not use social media influencers in the U.S. or people under the age of 35 — or who appear to be under the age of 35 — in marketing materials. PMI U.S. also employs independent age-verification systems, such as Double Verify, to direct digital advertising to those over 21, and owned digital platforms are age-gated at the point of access and restricted to current nicotine consumers who are 21+. Swedish Match North America is a Manufacturer Advisory Council member of the We Card Program, a national nonprofit serving retailers of age-restricted products. PMI is also a founding board member and investor in TruAge®, a free retail technology that provides stores with a more accurate method of age verification, including the ability to better detect fake IDs, to ensure access is limited to those 21+.

U.S. mission to improve public health through smoke-free products

Because adult nicotine consumer preferences differ, PMI U.S. is working to offer a range of smoke-free options for adults 21+. Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate and commercialize innovative smoke-free products. In 2022, PMI acquired Swedish Match — a leader in oral nicotine delivery — creating a global smoke-free champion led by the ZYN and IQOS brands.

IQOS is authorized by the FDA as a modified risk tobacco product, meaning the FDA has found it appropriate for the promotion of public health. Although IQOS heatsticks are not risk-free and contain nicotine, which is addictive, studies show that because the device heats tobacco instead of burning it, it significantly reduces the production of and exposure to harmful chemicals compared to conventional cigarettes for adults who smoke and who switch to IQOS completely.

In 2025, the FDA authorized all 20 Swedish Match ZYN nicotine pouch products currently sold in the U.S., making ZYN the only FDA-authorized nicotine pouch on the market to help adults who use cigarettes or traditional tobacco products completely switch. The FDA has authorized Swedish Match’s General snus as a modified risk tobacco product. Currently, PMI U.S. holds more than 80 percent of modified risk tobacco product authorizations and more than 45 percent of premarket tobacco product authorizations.

Commitment to corporate social responsibility

PMI U.S. has contributed approximately $25 million to charitable causes since 2022, amplifying the good work of organizations already active within communities through both financial contributions and volunteering. PMI U.S.’s philanthropy efforts include supporting military veterans and military spouses, disaster prevention and relief and grassroots economic development. PMI U.S. helped form United to Safeguard America from Illegal Trade, a coalition of nearly 100 national and state brand enforcement experts, law enforcement agencies, academics and leading business organizations working to combat illegal trade. USA-IT has trained more than 36,000 law enforcement officials.

For more information, please visit www.pmi.com/us/ and www.pmiscience.com. “PMI” refers the Philip Morris International family of companies. “PMI U.S.”, “we”, “our”, and “us” refer to PMI’s U.S. businesses.