Altria takes on Juul, Philip Morris in smoke-free tobacco

Marlboro maker Altria Group Inc. said it is forming a partnership with Japan Tobacco Group to develop and sell heated tobacco devices in the U.S. and abroad.

The move pits Altria
MO,
+1.25%

against its former strategic partners, Philip Morris International Inc.
PM,
+1.22%

and Juul Labs Inc., in the race to dominate the market for smoke-free tobacco products. It also gives Altria access to markets outside the U.S. Altria’s sales have been limited to the U.S. since it split from Philip Morris in 2008.

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