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Japan Tobacco partners with Altria on smoke-free push in U.S.

Joint venture to tap growing market for cigarette alternatives

Japan Tobacco will contribute its Ploom heated tobacco stick products in a joint venture with Altria Group. (Photo by Yusuke Yagi)

TOKYO -- Japan Tobacco entered a joint venture with Marlboro maker Altria Group to sell its heated tobacco stick products in the U.S., the Japanese company said Thursday, as demand for smoke-free alternatives to cigarettes increases worldwide.

The joint venture company, Horizon Innovations, will distribute the products, with U.S.-based Altria providing an initial capital contribution of $150 million.

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