July 23 (Reuters) - Philip Morris International ( PM )

pushed the test-launch of its heated tobacco device, IQOS, in

the U.S. to the fourth quarter on Tuesday and lowered its annual

forecast for the heated tobacco business.

The pilot was earlier scheduled to run in Austin, Texas, in

the second quarter, for which the company reported results on

the day.

The company declined to comment on why the launch had been

delayed.

Philip Morris ( PM ) has invested billions to promote and expand

its portfolio of alternatives to traditional combustible

cigarettes amid stricter regulations and falling smoking rates

in some markets.

The launch of its flagship heated tobacco device in the

United States is also facing resistance from health campaigners,

who have written to regulators in the country accusing the

company of misrepresenting past regulatory decisions, Reuters

reported last week.

The company also awaits market authorization from the U.S.

Food and Drug Administration for its IQOS ILUMA device, which it

expects by the second half of 2025.

A ban on flavored heated tobacco in the European Union has

already hit shipments this year, with Philip Morris ( PM ) saying the

impact from the ban was "slightly greater" than previously

assumed.

This led the company to temper its expectations for volume

growth in the heated tobacco category to around 13% for the full

year, down from between 14% and 16% expected earlier.

However, Philip Morris ( PM ) topped quarterly expectations and

raised its annual sales and profit forecasts, betting on demand

for its Zyn nicotine pouches, as well as higher cigarette

pricing.