They are seeking regulatory approval in the U.S., where Altria would sell the product and seeks to market it as "reduced risk" compared with cigarettes. Altria is also said to be in talks to take a minority stake in Juul Labs Inc., the e-cigarette maker that's gained a passionate following in the U.S. with its nicotine-laced vapor. Calantzopoulos said a potential deal between the two companies reported last week won't be a competitive threat to IQOS in international markets, as some analysts have speculated.