Philip Morris has introduced its latest range of IQOS heated tobacco and vaping products in the UK. The three new smoke-free IQOS devices are the company’s most advanced to date and are designed to make it easy for smokers to switch away from cigarettes completely.
Philip Morris Limited’s Managing Director, Peter Nixon says the new products have been specifically created to give the UK’s 7.4 million smokers a way to stop “burning tobacco”:
“We are confident that our new IQOS range provides the solutions needed to help all UK smokers move away from cigarettes.”
IQOS’s heated tobacco technology heats real tobacco to produce a vapour and is growing in popularity. With over six million people worldwide now using it, Philip Morris’s research has found that two thirds of smokers in the UK who buy IQOS switch away from traditional cigarettes completely.
Of the new products, IQOS 3 is the latest version of the heated tobacco device. New features include longer battery life, faster charging and a more ergonomic design. The new IQOS MULTI is a new, more compact heated tobacco device. With IQOS MULTI you can use 10 back-to-back tobacco sticks before needing to charge the device.
Two new flavours of HEETS tobacco sticks have also been unveiled. The new ‘Sienna’ and ‘Blue’ SKUs join the existing flavours, Amber, Turquoise and Yellow. Sienna is a full bodied blend with dark roasted woody notes, and Blue is bold and cooling with subtle minty notes.
Completing the range, IQOS MESH is a premium vaping product that uses a replaceable pod containing nicotine liquid. It uses a unique “mesh” rather than the traditional ‘coil and wick’ to offer a more consistent vaping experience. There are seven different flavoured “pods”. The UK is the first country where PMI has launched IQOS MESH.
Philip Morris Limited (PML) is the UK and Ireland affiliate of Philip Morris International Inc. (PMI). The company is responsible for the merchandising of PMI brands in the UK, including IQOS/HEETS, the UK’s first heated tobacco product and MESH.
IQOS heated tobacco products produce an aerosol that contains on average 90 percent lower levels of harmful chemicals than cigarette smoke. PMI’s preclinical and clinical evidence indicates that switching completely to IQOS heated tobacco products presents less risk of harm than continued smoking. Evidence also shows they do not negatively affect indoor air quality.
On average, 70 to 80 percent of IQOS heated tobacco product users have quit cigarettes. PMI has filed a Modified Risk Tobacco Product Application (MRTPA) for IQOS heated tobacco products with the U.S. FDA, but the FDA has not yet completed its review of the data. IQOS is not for sale in the US.
As of December 31, 2018, PMI estimates approximately 6.6 million adult smokers around the world have stopped smoking and switched to IQOS.