“In addition, our U.S. investment includes preparation for the future launch of IQOS ILUMA, subject to FDA action.”

In context

“Emmanuel Babeau: We are also implementing commercial initiatives to optimize ZYN's premium positioning and enhance consumer value perception. In addition, our U.S. investment includes preparation for the future launch of IQOS ILUMA, subject to FDA action. We also believe ZYN is well-positioned from a regulatory standpoint, notably following the modified risk tobacco product authorization of 20 SKUs, making it the only nicotine pouch product with the designation and allowing us to market the claim, "Using ZYN instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis." This further reinforces its differentiated and sustainable positioning, supporting consumer trust and long-term growth potential. Overall, we remain confident in the long-term trajectory of ZYN and the U.S. nicotine pouch category, supported by strong legal-age consumer demand and the investment we are making in responsibly commercializing a significantly enhanced product range for long-term leadership.”