Key Points
- Ploom and Marlboro: Altria displayed a Ploom device alongside promotional imagery featuring Marlboro-branded heated tobacco sticks at NACS Show 2026.
- Non-Nicotine Expansion: RIOT Energy and Proper Wild products appeared at Altria's booth, highlighting its business activities beyond tobacco and nicotine.
- on! PLUS Regulatory Status: Altria showcased 12 mg on! PLUS nicotine pouches, a strength absent from the FDA's public marketing authorization list as of October 9, 2026.
- NJOY Products: Four NJOY Daily and Daily Extra variants displayed at the show have received FDA marketing authorization.
- Retail Traffic Data: Altria presented figures citing 54.2 million U.S. adult tobacco consumers and 1.1 billion annual convenience-store shopping trips associated with Philip Morris USA.
2Firsts
Las Vegas, October 9, 2026
Altria Group (NYSE: MO) presented a portfolio spanning cigarettes, cigars, nicotine pouches, e-cigarettes, heated tobacco products and non-nicotine energy products at the 2026 NACS Show in Las Vegas.
During a visit to the company's booth, 2Firsts observed displays featuring Marlboro, Black & Mild, on!, NJOY and Ploom, alongside energy products from RIOT Energy and Proper Wild. The booth also presented figures on U.S. tobacco consumers and convenience-store shopping trips associated with Altria's operating companies.
Among the tobacco exhibitors visited by 2Firsts at the show, Altria's booth was the only one where visitors were prohibited from taking photographs or recording video. After 2Firsts explained that it held media accreditation for NACS Show 2026, its journalist was permitted to enter the booth and take photographs.
Ploom Device on Display Alongside Images of Marlboro-Branded Heated Tobacco Sticks
One of the displays featured Ploom, the heated tobacco system being developed for the U.S. market through Altria's partnership with Japan Tobacco Group (JT Group).
2Firsts observed a physical Ploom device at the booth. A large promotional display showed a Ploom device with a Marlboro-branded heated tobacco stick, making the combination of the two brands visible to attendees.
The arrangement is part of an existing partnership rather than a newly announced product launch. In October 2022, Altria and JT Group established Horizon Innovations to pursue the U.S. commercialization of heated tobacco products. Under the agreement, JT Group is responsible for supplying Ploom devices, while Altria's Philip Morris USA is responsible for manufacturing Marlboro-branded heated tobacco sticks for the U.S. market.
In August 2025, Horizon submitted a combined premarket tobacco product application (PMTA) and modified risk tobacco product application (MRTPA) to the U.S. Food and Drug Administration (FDA) covering the Ploom system and Marlboro heated tobacco sticks.
According to Altria's official heated tobacco product information, the system and accompanying tobacco sticks have not yet been commercialized.
RIOT Energy and Proper Wild Featured in Altria's Non-Nicotine Product Display
Beyond its traditional tobacco and nicotine products, Altria devoted part of its booth to non-nicotine energy products.
A display carrying the Altria Group Distribution Company name featured RIOT Energy canned beverages and Proper Wild energy gummies. Separate retail-style displays presented Proper Wild energy shots, promoted as providing four to six hours of energy and supporting focus and productivity.
Altria disclosed a minority investment in Proper Wild, a manufacturer of energy shots, in its 2024 full-year results.
In its 2025 full-year results, released in January 2026, Altria said its distribution company was providing certain sales and distribution services to Proper Wild, which had expanded to more than 25,000 stores in 2025.
RIOT Energy's website terms identify 6601 Ventures LLC as the site's operator. Altria's recruitment website also lists 6601 Ventures as the employer for a marketing position overseeing non-nicotine brands, including ready-to-drink beverages and functional energy products.
Altria has set a long-term goal of achieving broad commercial distribution of at least five non-nicotine products by 2028, with development efforts focused on consumer needs including energy, focus, stress relief and relaxation.
on! PLUS Display Includes 12 mg Products Not Listed Among FDA-Authorized Pouches
Altria also presented an extensive selection of on! and on! PLUS nicotine pouches, alongside NJOY Daily disposable e-cigarettes.
The on! PLUS display included cans labeled with 6 mg, 9 mg and 12 mg nicotine strengths. Multiple packaging colors and product variants were arranged alongside the original on! range.
The FDA authorized six on! PLUS products in December 2025: Mint, Tobacco and Wintergreen, each in 6 mg and 9 mg strengths.
However, 12 mg on! PLUS products were not listed among those carrying FDA marketing authorization on the agency's public nicotine pouch authorization list, as checked on October 9, 2026.
Altria had already disclosed in October 2025 that Helix launched on! PLUS in Florida, North Carolina and Texas in three flavors and three nicotine strengths, including 12 mg. In its second-quarter 2026 results, the company reported that Helix had resumed shipments of the 12 mg products in those three states and planned a national expansion in the third quarter.
Altria's product information identifies the 12 mg variants as remaining under FDA review.
The NJOY display included Daily and Daily Extra products in Rich Tobacco and Menthol flavors, with nicotine concentrations of 4.5% and 6%. All four displayed variants have received FDA marketing authorization, according to the agency's authorized e-cigarette product list.
Altria Displays Convenience-Store Traffic and Consumer Figures
Alongside its product displays, Altria presented figures intended to demonstrate the importance of tobacco and nicotine consumers to U.S. convenience-store retailers.
According to figures displayed at the booth, the United States has 54.2 million adult tobacco consumers. Altria also stated that seven in ten nicotine shoppers aged 21 and older visit convenience stores daily, compared with five in ten convenience-store shoppers overall.
Another display highlighted annual convenience-store shopping trips associated with five Altria operating companies:
- Philip Morris USA: 1.1 billion trips.
- John Middleton: 263 million trips.
- U.S. Smokeless Tobacco Company: 174 million trips.
- Helix Innovations: 55 million trips.
- NJOY: 7 million trips.
A separate display stated that 55% of tobacco loyalty trips included a product from an Altria tobacco operating company.
These figures were presented by Altria at the exhibition. The photographs do not fully establish the underlying research periods and methodologies. The company-level trip figures may overlap and should not be added together as a deduplicated groupwide total.
2Firsts will continue reporting on the latest developments in the U.S. tobacco and nicotine market and regulatory landscape.
Cover image: Altria's booth at the 2026 NACS Show featured its cigarette, cigar, nicotine pouch and e-cigarette brands. (Photo: 2Firsts)
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