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. Heated Tobacco Capsule (HTC) products can offer another opportunity to transition away from cigarettes. This audience for HTC products includes the millions of adults who smoke who tried, but ultimately rejected, e-vapor products.
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.
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. As a result of our research and investment in harm reduction, our expanded HTP portfolio includes a pipeline of differentiated product platforms, including both HTS and HTC formats.
Ploom – HTS
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.
SWIC - HTC
In Spring 2023, we introduced our HTC product SWIC, which heats tobacco-filled capsules to a precise temperature to deliver a satisfying inhale that is similar to a cigarette. Since there is no combustion, there is no ash or lingering odor. Each capsule is single use and lasts for one tobacco occasion.
Our research suggests that consumers find the product concept appealing and unique. After trying it, adults who smoke said they found the device simple and easy to use versus HTS products. We believe that SWIC holds promise for tobacco harm reduction and we continue to make significant progress toward its development.
Discover the world of heated tobacco products and harm reduction with Dr. Pithwala.
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:
