New York (CNN Business) Vaping is in crisis. Smoking is taboo. Altria has a solution: Iqos, an electronic cigarette-like gadget that heats, but doesn't burn tobacco.

Philip Morris has been selling Iqos for a while in international markets. Altria will distribute Iqos in the United States for the first time Friday.

The timing couldn't be better for the new nicotine product, as scrutiny grows around smokeless alternatives like e-cigarettes.

Iqos is a futuristic-looking device that looks like an e-cigarette. But don't call it a vape. It heats tobacco sticks at a much lower temperature compared to a cigarette and delivers a "full and more authentic taste," according to its website, without as many toxins. It also requires a charge after several uses.

Altria MO Iqos has been on sale in 49 countries since 2014, and now its opening its first US location in an Atlanta area mall on Friday.said it plans to expand sales of the "heatsticks" to other retailers like Circle K and Speedways.

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