Philip Morris Limited (PML), the affiliate of Philip Morris International (PMI) in the UK and Ireland, has commenced the roll-out of IQOS ORIGINALS DUO, a revamped and renamed version of IQOS 3 DUO – the UK’s number one heat-not-burn product[i] – to indirect retail channels in the UK.
IQOS is the world’s number one tobacco heating system[ii] and preferred choice for approximately 13.5 million adults (excluding Russia and Ukraine) who, as of 30th September 2022, had switched completely to IQOS and stopped smoking[iii]. As part of the IQOS portfolio, IQOS ORIGINALS DUO combines revamped design features[1] with Philip Morris Internationals’ time-tested, unique, and patented HEATCONTROLTM TECHNOLOGY which uses a flat wide ceramic blade to heat tobacco from the inside, delivering a real tobacco taste and satisfaction—backed by 6 years of scientific research and development.
Fully compatible with existing HEETS tobacco sticks, IQOS ORIGINALS DUO will begin replacing IQOS 3 DUO, with no buy-back or product swapping necessary. The new stock will filter through naturally, although retailers will be able to order the new kits via PML’s Digital Trade Engagement Platform from December. With an RRP of £39[iv], IQOS ORIGINALS DUO will be sold as a kit, consisting of the iconic two-piece device – with a compact and lightweight holder – and two packs of HEETS.
Kate O’Dowd, Head of Commercial Planning at PML in the UK and Ireland, believes IQOS ORIGINALS DUO arrives at a time when adult smokers are increasingly on the lookout for an alternative product that is satisfying, less harmful and affordable.
“Affordability is a growing concern among many adult smokers in the UK. The best option for anyone is to quit tobacco and nicotine products completely. If they don’t, then switching to IQOS ORIGINALS DUO could work out far cheaper in the long run, with 20 HEETS costing £5 RRP[v] – less than half the average price of a pack of 20 cigarettes[vi].”
“PMI is delivering a multi-category portfolio of smoke-free products—including heat-not-burn, e-vapor and oral smokeless—in a variety of usage, taste, price and technology options intended to accelerate the delivery of a smoke-free future,” added O’Dowd.
Cengiz Cilengiroglu, Director of Commercial Operations at PML in the UK and Ireland, said: “The introduction of IQOS ORIGINALS DUO marks another milestone in our global transformation to become a majority smoke-free business by 2025. Indirect retail channels have an important role to play in this journey, by increasing access to scientifically substantiated smoke-free products that could help adult smokers in the UK abandon cigarettes for good”
[1] Turquoise activation button colour
[i] As of January 2022, IQOS – Philip Morris International’s heated tobacco system – had a value share of the Heat not Burn segment in the UK of 99.726%, meaning IQOS was the UK’s number one product in that category, encompassing all devices and consumables. (Nielsen data)
[ii] PMI global estimate of total in-market sales of heated tobacco units as of December 2019 (excluding China and U.S.).
[iii] Philip Morris International (PMI) 2022 Q3 Earnings Results (20 October 2022): We estimate there were approximately 19.5 million IQOS users as of September 30th, on a pro forma basis, of which approximately 13.5 million had switched to IQOS and stopped smoking
[iv] RRP= Recommended Retail Price. All on shelf prices selected by retailers alone.
[v] Ibid
[vi] Assuming average price of cigarettes at £12.72. Source: ONS: Ave price – Cigarettes 20 king size filter – £12.72 (September 2022)
Comments are closed.