A note from Societe Generale
"UK LAUNCH OF IQOS. As part of PMI's plan to rollout it's heat-not-burn product, IQOS, into 20 markets by year-end, the company announced today its launch into the UK. This makes 14 markets with IQOS, so there are 6 more to go within the next month. For now, PMI has one UK flagship store in Wardour street, London. Online sales begin in 2017 and more stores will open.
The IQOS device retails at L45. A pack of 20 HEET branded heat sticks retails at L8.00., a 17% discount to a pack of 20 Marlboros which retails at L9.60. This is a slightly wider discount than in Switzerland (6%) or Italy ((7.5%).
(note: this report is about a month old).