The Science of Heated Tobacco
The Heated Tobacco Product (HTP) category, also known as the Heat-not-Burn (HnB) category, includes products that contain tobacco that is heated and not combusted to produce a nicotine-containing aerosol.
The majority of the HTP category today comprises of Heated Tobacco Stick (HTS) products, which provide adults who smoke with a familiar tactile and sensorial experience.
Many harmful and potentially harmful compounds in cigarette smoke form from combustion. Since these products deliver nicotine without combustion, when adults who smoke transition to HTP products, they have the potential to significantly reduce their exposures to the toxic constituents found in cigarette smoke.
While the heated tobacco category remains largely undeveloped in the U.S., our extensive research indicates that heated tobacco products can appeal to adults who smoke seeking satisfying smoke-free products that contain real tobacco.
Ploom
In October 2022, JT Group and Altria established Horizon Innovations, a joint venture responsible for the U.S. commercialization and marketing of current and future HTS products. Altria will manufacture Marlboro HTS consumables for U.S. commercialization and JT Group will supply a new version of its Ploom HTS device.
In August 2025, Horizon Innovations filed a combined PMTA and MRTPA with the FDA for the Ploom® System and Marlboro HTS consumables. We believe the science and evidence supporting these applications are compelling and present a strong case for FDA authorizations. The Ploom® System and Marlboro HTS consumables are not currently commercialized.
Discover the world of heated tobacco products and harm reduction with Dr. Pithwala.
Harmful and Potentially Harmful Constituents
Our research demonstrates that the HPHCs in the four heated tobacco sticks for the Ploom® System are substantially reduced compared to combustible cigarettes.
Source: 7th Annual Next Generation Nicotine Delivery presentation, Tobacco Harm Reduction Potential of the Ploom® System in the U.S.
Biomarkers of Exposure
In a randomized control clinical trial, adults who smoke and switched to the Ploom® System, showed substantially reduced levels of exposure to toxicants that are associated with many smoking related diseases, with some levels comparable to abstinence.
Source: CORESTA Congress 2025 presentation, Changes in biomarkers of exposure and potential harm among adults who switch from cigarettes to the Ploom® Heated Tobacco System.
Nicotine Pharmacokinetics
The Ploom® System efficiently delivers nicotine to the blood but does not exceed that of combustible cigarettes.
Source: CORESTA Congress 2025 poster, Nicotine Pharmacokinetics and Subjective Effects During Use of the Ploom® System Compared to Combustible Cigarettes and Nicotine Gum Among Adults Who Smoke.
Actual Use Study
Many adults who smoke switched completely or substantially reduced combustible cigarette consumption by ≥ 50%.
Higher switch rates were observed among participants who used the menthol-flavored heated tobacco sticks relative to tobacco-flavored.
Source: 7th Annual Next Generation Nicotine Delivery presentation, Tobacco Harm Reduction Potential of the Ploom® System in the U.S.
Our science about heated tobacco products is guided by Altria’s Framework for Reduced Harm Products. You can learn more about each of the six sections of the framework and the scientific evidence that supports this product category below:
