According to the newsletter of Imperial Brands PLC, IMB has been continuously expanding its portfolio of heated non-combustible tobacco products through its “challenger-style innovation” strategy.
The company states that the Pulze device heats rather than burns the iD tobacco sticks, providing adult smokers with an alternative to traditional cigarettes. In 2024, a behavioral study conducted by the company’s scientists revealed that the Pulze and iD products have significant potential in helping adult smokers stop or significantly reduce their smoking.
Following the launch of the third-generation Pulze 3.0 heating device last year, the company has introduced three new iD tobacco sticks – Red, Gold and Silver. This series features differentiated filter designs, corresponding to different flavor intensities.
The company stated that the new flavor was developed by its ingredient experts in collaboration with several fragrance companies, and was tested in the Hamburg Sense Hub innovation center in Germany as well as among the Greek consumer group. Sixty percent of the consumers indicated that the new product experience was comparable to or better than their cigarette experience, and their purchase intention increased by 20%.
Red, Gold and Silver iD tobacco sticks have been launched in Greece and Poland. The company plans to further expand its presence in the European heated tobacco market in 2026.
Furthermore, the Empire brand announced a long-term global partnership with Capgemini. Lukas Paravicini, the CEO of the Empire brand, stated that this collaboration will enhance the company’s performance in consumer insights, sales execution, and innovation capabilities, and support its 2030 strategic goals.