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Philip Morris debuts smoke-free product in SA

May 05 2017 16:39

Cape Town - International tobacco company Philip Morris International has selected South Africa as a pioneer market for the introduction of the new IQOS smoke-free tobacco device.
The local affiliate, Philip Morris South Africa (PMSA), has indicated that the products have been available in supermarkets and tobacconists in South Africa since April 2017.

IQOS uses an electric heat source to heat tobacco at precisely controlled temperatures below combustion levels. This tobacco heating system is used with specific tobacco sticks called "heets".

In contrast to lit-end cigarettes, which generate smoke, the tobacco heating system is designed to reduce exposure to harmful and potentially harmful constituents by electronically heating the tobacco, which generates an aerosol.

More than three million of the devices have been sold worldwide and PMI has had to increase production to meet the international demand.

Southern Africa managing director for Philip Morris, Marcelo Nico, outlined that the company’s $3bn investment in research and development in products with the potential to reduce risk is set to change the company and the industry forever.

The IQOS product is already available in more than 24 markets worldwide and more than 1.8 million adult smokers have quit smoking and converted to IQOS.

Since 2008, PMI has hired over 400 scientists and experts and invested in research, product development and scientific substantiation.

“There is tremendous opportunity in South Africa to accelerate switching from cigarettes to smoke-free products,” says Nico.

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