Trying to keep a foothold in a shrinking U.S. market, Big Tobacco has introduced a new smoke-free product that it says is closer than ever in taste, feel and smell to traditional cigarettes.

And for the first time ever, the U.S. Food and Drug Administration will allow the company, Philip Morris, to market its electronically heated tobacco product as one that “significantly reduces the production of harmful and potentially harmful chemicals” even as it delivers roughly the same amount of nicotine found in cigarettes.

Source: IQOS (heated tobacco) replaces vaping as the next cigarette alternative | Bridge Michigan