Imperial Brands Jumps Into Japan's Crowded Heated-Tobacco Market
- Company to start selling Pulze device from May 6 in Fukuoka
- It’ll be the fourth seller of such devices in the market
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Imperial Brands Plc is the latest to roll out its heat-not-burn product in Japan, as it plays catch-up with rival cigarette makers in the world’s most developed market for alternative smoking devices.
The British cigarette maker will start selling its Pulze device from May 6 in Fukuoka in western Japan, according to a company statement, making it the fourth player in the crowded Japanese market. Imperial, which is entering nearly five years after Philip Morris International Inc. first launched its IQOS device in the island nation, is looking to lure customers dissatisfied with current offerings.