In December 2025, Philip Morris International (PMI) U.S. launched IQOS Gold, a limited-edition heated tobacco device, in select markets: Jackson, Mississippi; Austin, Texas; and the greater Fort Lauderdale, Florida area.

IQOS Gold is an iteration of the company’s flagship heated tobacco device that launched March 2025—the only tobacco heating system authorized by the FDA in the United States as a modified-risk tobacco product, the company said. According to PMI, the device works by heating tobacco instead of burning it to deliver a tobacco experience while reducing the production of harmful and potentially harmful chemicals compared with combustible cigarettes.

“Designed to feel special, IQOS Gold is a stylish, design-forward option for legal-age smokers—something with a bit more personality than our core range. We launched it around the holidays and New Year, a moment of fresh starts, with the hope that a product that feels unique can help make leaving cigarettes behind feel more approachable,” said Francisca Rahardja, chief brand officer of Philip Morris International U.S. “We’ve found that many legal-age nicotine users are looking for alternatives that are better than continuing to smoke but also fit their personal style. For some, the look and feel of a device really matters—it’s part of how they express themselves and make choices in their daily lives.”

Rahardja said that as nicotine usage evolves, consumers want nicotine and tobacco taste without fire and ash. The company is seeing the shift in its numbers as well, she told NACS—by October 2025, over 41 million adults in 100 countries had switched to PMI’s smoke-free products, which now make up 41% of its global revenue. In Q4 2024, PMI saw quarterly shipments of HTU and oral smoke-free products exceed 40 billion units for the first time.

In a quarterly earnings call earlier this month, PMI said its smoke-free business “delivered a strong performance, with full-year shipment volumes up by 12.8%, net revenues growing by 15.0% (14.1% organically) and gross profit increasing by 20.3% (18.7% organically).” It said IQOS continued to drive growth in the heat-not-burn category globally, with shipments up 11%.

“Retailers need to recognize how quickly demand is shifting, and that smokefree is a growing category, not just a set of products. While combustible cigarettes still dominate the total nicotine category, adult nicotine consumers are transitioning to better choices than cigarettes faster than ever, and retailers who embrace this shift can earn their trust,” Rahardja said. “Adult smokers expect a range of smokefree options that fit their needs, from design and flavor to ease of use. Just as important, informed staff and clear point-of-purchase education can make a real difference, especially since many adults still aren’t aware that less-harmful alternatives exist.”