By Shereen Shabnam

With the recent introduction of the innovative IQOS at the Dubai Duty Free, interest in smoke-free products has increased in particular with the new IQOS 3 and IQOS 3 MULTI that comes with improved design and functionality and offers adult smokers a better alternative for nicotine consumption than traditional combustible cigarettes.

We recently ventured to Geneva to explore the benefits of moving away from smoking with combustion where toxicants associated with burning are the primary cause of smoking-related disease to an alternative that helps the transition to eliminate health issues related to smoking.

We learnt with Philip Morris International (PMI) that the high temperatures in the lit end of a burning cigarette, above 600C, cause a large number of chemical reactions to take place, breaking down the tobacco into the thousands of chemicals that appear in cigarette smoke. Many are considered harmful, and together they are recognized as the main cause of smoking-related diseases.

Seeing first hand the future plans of Philip Morris International as they work towards building their future on smoke-free products is commendable, especially as smoke free products are a much better choice for those who refuse to quit.

Through multidisciplinary capabilities in product development, state-of-the-art facilities and scientific substantiation, PMI aims to ensure that smoke-free products meet adult consumer preferences and rigorous regulatory requirements. The vision for PMI is that these products ultimately replace cigarettes to the benefit of adult smokers, society, the company and the shareholders.

Having seen the quality control measures on their production site and the commitment to invest further into smoke free alternatives, the future looks better for smokers worldwide as they learn that inhaling the complex chemical mixture of combustion compounds in tobacco smoke causes adverse health outcomes and move towards smoke free products.

Using smoke free products like IQOS eliminates burning and hence the formation of toxicants is significantly reduced. If the tobacco is heated to temperatures below 400C, a tobacco vapor is produced instead of smoke.

At these lower temperatures, the toxicants in cigarette smoke are significantly reduced or eliminated. The resulting vapor still provides the flavor and nicotine that adult smokers are used to and crave.

The positive response and the growing support for the role of non-burning alternatives in public health is a sign that smokers and stakeholders appreciate the research and studies done to make smokers understand the benefits of moving to smoke free products.

According to PMI, an increasing number of public health experts from around the world now believe that products that don’t burn tobacco and tobacco-free nicotine products that smokers can switch to can have a positive public health impact.

The new IQOS 3 and IQOS 3 MULTI deliver a premium tobacco experience with simplified usability, personalization and taste from real tobacco rather than liquid. Both devises have no ash and releases a nicotine-containing aerosol, not smoke, which leaves a less lingering smell on hands, clothes and hair, meaning, favorite clothes are safe from burns and undesired smoke smell.

The new IQOS devices have new protective reliability, a more sophisticated design and will appeal to adult smokers who would otherwise continue to smoke and are looking for an alternative.

IQOS has already helped nearly 6-million adult smokers stop using cigarettes and switch to smoke-free alternatives

The IQOS 3 MULTI provides the user with 10 consecutive uses without needing to be recharged. The work of over 400 PMI scientific personnel has yielded an elegant design, which does not sacrifice functionality.

As well as state-of-the-art design and premium feel, PMI products come with a choice of over 500 color combinations using a wide range of available accessories.

What we leant in Geneva is that IQOS is a technologically-advanced heat-not-burn alternative to cigarettes which emits over 90% less harmful chemicals compared to cigarettes and hence PMI has made a commitment to a smoke free world and having loved ones who are heavy smokers, I sincerely wish the message on the alternative smoke free products reaches far and wide.

Thankfully, with products like IQOS, there are now rapid developments in nicotine-based products that can effectively substitute for cigarettes and become viable alternatives to smoking in the future.