Doubles Effort to Market Smoke-free Products that Can Ultimately Replace Cigarettes
Philip Morris International (PMI) confirmed that more than one million adult smokers have converted to IQOS, its heated tobacco product. Reaffirming its commitment to designing a smoke-free future, the company has put in full-scale effort to market smoke-free products that can ultimately replace cigarettes.
IQOS, one of four smoke-free products from PMI, is a heated tobacco product launched in late 2014 and is expected to be available in key cities in over 30 markets in 2017.
PMI’s new website offers a look into its vision for the future, and how its new products can have a significant impact on adult smokers and society.
“Adult smokers are looking for product choices that offer the satisfying taste, ritual, and pleasure they get from cigarettes, but with far lower amounts of the harmful compounds found in smoke,” said Tony Snyder, PMI Vice President of Communications. “After more than ten years of research and development, today we have both the science and the technology to make these products a reality for the world’s 1.1 billion smokers.”
Since 2008, PMI has hired over 400 scientists and experts and invested over US$3 billion (£2.4 billion) in research, product development and scientific substantiation.
Results of scientific research to assess the reduced-risk potential of IQOS are very promising, and the company openly shares its scientific methodologies and findings for independent third-party review and verification.
In December 2016, PMI submitted a Modified Risk Tobacco Product Application for IQOS to the US Food and Drug Administration’s Centre for Tobacco Products.
“We’re optimistic about the future as we work to progressively transition PMI’s existing cigarette business to potentially less harmful alternatives. There is tremendous opportunity to positively impact public health with the availability of better choices than continued smoking, and we can’t do it alone. Contributions from public-health experts, the scientific community and regulators will greatly accelerate switching from cigarettes to smoke-free products,” added Snyder.