New smokeless e-cigarette launches
Philip Morris International (PMI) has launched its iQOS tobacco device in , claiming the new e-cigarette technology "less harmful for smokers". PMI owner of brands Marlboro and Chesterfield. It says the iQOS technology heats tobacco burning and generates a containing vapour that yields of of harmful constituents found in smoke. The new technology over a decade of on reduced-risk alternatives to cigarettes. The Stock Exchange-listed tobacco company has over $3 billion in conducted by over 430 scientists and in PMI's and development facilities in . Marcelo Nico, MD of PMI Southern and Islands, says the device is from e-cigarettes the heat-not-burn technology most e-cigarettes tobacco liquid to be . Over 1.8 million smokers have switched to iQOS since its pilot launch in , Japan and , in 2014. Globally, in over markets, with late last month, plans to bring that up to markets by of 2017. million of the devices worldwide. iQOS uses heat to heat tobacco at controlled temperatures below combustion levels. This tobacco with HeatSticks. The device smoke or ash vapour has less smell than smoke and a of second-hand smoke. PMI claims iQOS vapour contains 90-95% lower levels of harmful and harmful constituents - excluding - compared to smoke from a reference designed for . Nico says PMI is convinced of the business potential of its reduced-risk . "More than ever, society expects to act responsibly. believe that these have the potential to impact the health of adult smokers." He says PMI's vision is a world and believes that the new technology replace cigarettes. "We're optimistic as work to transition PMI's existing business less harmful, alternatives. tremendous in to accelerate from cigarettes to ," Nico adds. For company, to quit cigarettes sound counter-intuitive, Nico says what success would for the firm. "About seven million adults in smokers World Health Organisation estimates smoking rates spike by in by 2050. men less harmful, satisfying, alternatives to smoking. them that ," adds Nico. Local affiliate Morris says the in supermarkets and tobacconists in . The iQOS device retails at R850, HeatSticks R39.50 per pack of .