With today’s technology ever evolving and improving, I am not surprised by the invention of IQOS, a revolutionary tobacco heating system designed to heat rather than burn tobacco. The system has recently been launched in South Africa, giving smokers a new smoke-free alternative to cigarettes.
IQOS was brought to South Africa by Philip Morris International’s (PMI) local affiliate, Philip Morris South Africa. IQOS is an electronic device that heats specially designed heated tobacco units (branded as HEETS, or HeatSticks) at a controlled temperature, which gives a satisfying nicotine-containing aerosol without smoke. The device produces less smell and no ash, compared with combustible tobacco products or cigarettes.
“After more than a decade of research and development by 430 scientists and experts with an investment of over $3-billion the IQOS system is the first innovative product available in South Africa which heats tobacco instead of burning it and produces a tobacco aerosol that delivers real tobacco taste and satisfaction, while reducing the levels of harmful and potentially harmful chemicals generated on average by 90 – 95% compared to the smoke of a standard reference cigarette,” says Rupini Bergstrom, Communications Manager at Philip Morris South Africa.
When I went for my introduction to IQOS, they informed me to maybe stop smoking my normal cigarettes and try IQOS on its own. I wasn’t sure whether I was going to crave my normal cigarettes while using IQOS, but I tried it. After two days of smoking only IQOS, the green packet of HEETS, I was very pleased to find that I was extremely satisfied with the amount of nicotine it provided.
IQOS comes with a pocket charger and a stylishly designed, rechargeable pen-like device in which the heated tobacco units are inserted. The tobacco unit is then heated just enough to create an aerosol, which produces no smoke, no ash and less smell.
The heated tobacco units contain premium tobacco and not just flavoured nicotine like traditional e-cigarettes, which Bergstrom says makes it comparable to the ritual of smoking cigarettes but without the smoke, with less smell and no ash. “The South Africa launch of IQOS marks a major milestone in achieving our objectives of a smoke-free future with South Africa being the first market in Africa where IQOS has been made available,” she adds. “Approximately 1.8 million adult smokers in the launch markets have switched to IQOS already, boosting PMI’s full-scale global effort to market smoke-free products that can ultimately replace cigarettes.”
“IQOS brings a change of an era with a cleaner experience, no smoke, with less smell and is a satisfying alternative to cigarettes.”
For more product information visit: www.iqos.co.za.
* IQOS™ is not risk-free. The best way to reduce tobacco-related health risks is to quit tobacco use altogether.
More information on PMI’s scientific research can be found at www.pmiscience.com.
About Philip Morris International Inc.
Philip Morris International Inc. (PMI) is the world’s leading international tobacco company, with six of the world’s top 15 international brands and products sold in more than 180 markets. In addition to the manufacture and sale of cigarettes, including Marlboro, the number one global cigarette brand, and other tobacco products, PMI is engaged in the development and commercialization of Reduced-Risk Products.
Philip Morris South Africa:
Philip Morris South Africa (Pty) Ltd is the South African affiliate of PMI. The company is responsible for the merchandising of PMI brands in South Africa
MR LEE FRASER