PMI launches innovative product IQOS


London—Philip Morris Limited (PM UK), a subsidiary of Philip Morris International Inc. (PMI) is launching its innovative product, IQOS, in the UK with the opening of a store in central London. IQOS is an electronic device that heats specially designed tobacco sticks at temperatures well below combustion levels. As it heats but does not burn tobacco, IQOS generates no smoke or ash but a flavourful vapour containing nicotine, which does not adversely affect indoor air quality and produces less smell than cigarette smoke.
IQOS is the first of a range of potentially reduced-risk alternatives to cigarettes PMI has been working on for over a decade, investing over $3 billion in research and development. PMI’s research to date demonstrates that IQOS yields on average less than 10% of the levels of harmful constituents found in cigarette smoke*, while still providing consumers with real tobacco taste. The company is conducting extensive research to verify the risk-reduction potential of the product, including non-clinical and clinical studies. Four of these clinical studies demonstrated that in smokers who switched completely to IQOS for the duration of the study exposure to the studied toxicants was reduced to a level that is close to that of smokers who stopped smoking in the same studies.
Commenting on the research studies, PMI Director of Scientific Engagement, Dr Moira Gilchrist said, “Our studies on IQOS are well advanced. Findings to date demonstrate that IQOS vapour has significantly lower levels of harmful constituents and that the product has appeal to adult smokers, whilst having negligible appeal to those who have quit smoking and those who have never smoked.—PR