04:19 PM EDT, 03/28/2024 (MT Newswires) -- Philip Morris International ( PM ) is preparing to debut its flagship heated tobacco device, IQOS, in Austin, Texas, marking the initial step into the US market, Reuters reported Thursday, citing job advertisements on LinkedIn.

IQOS is central to a company shift to healthier alternatives from cigarettes, Reuters said.

Investors are eager to see if Philip Morris ( PM ) can carve out a market for heated tobacco in the US, where vaping is dominant, the report said.

Philip Morris ( PM ) didn't immediately respond to MT Newswires' request for comment.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)

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