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With files from Samantha Beattie

PM USA has been preparing for commercialization and is ready to act promptly upon FDA authorization. Gifford said PM USA plans to launch iQOS into an initial, unnamed market to learn as much as possible as quickly as possible and make the most of our first-mover advantage in heated tobacco. The company plans to test a range of marketing, sales and consumer-engagement approaches to raise adult smokers awareness of iQOS, facilitate guided trial of the product and provide post-purchase support, Gifford said, emphasizing that they would take steps to limit reach to unintended audiences

The milk solution coats the virus, rendering it inactive