Philip Morris Limited (PML) has launched Heets Mauve Wave, its 10th Heets tobacco stick variant designed for the Iqos heated tobacco system.

Positioned as a menthol tobacco alternative, Heets Mauve Wave offers a menthol tobacco blend with a taste of dark forest fruits. It is available now to retailers from most cash & carry and wholesale channels, as well as PML’s Digital Trade Engagement platform.

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Its launch comes as the supplier claims that Heets’ market share has increased by more than 60% in the UK in the last year, with the number of stores selling Heets having increased by more than six-fold since 2018.

Kate O’Dowd, Head of Commercial Planning, for PML in the UK and Ireland, said: “Broadening our HEETS tobacco sticks range to ten variants with HEETS Mauve offers retailers even more choice for their adult customers who have switched to IQOS, the UK’s number one smoke-free product.

“As part of Philip Morris’ commitment to delivering a smoke-free future, we will continue to supply our retail partners with products that meet the preferences of adult smokers looking for real tobacco satisfaction and a better choice than continued smoking.”

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