Who Is Behind IQOS?

By Gavin Balson


Philip Morris International (PMI) is the company responsible for IQOS. At PMI we never take shortcuts – except when it comes to expressing our name. If you’re not too sure what we stand for (and we don’t just mean our initials), this will hopefully spell everything out …

PMI (Philip Morris International) is a leading international tobacco company employing 77,000 people from all over the world. You’re probably already familiar with some of the iconic cigarette brands we’ve built … but our past isn’t our future. Our vision is for smoke-free products to become a much better choice than cigarette smoking. In fact, we believe these products will replace cigarettes altogether one day.

Why? Because we understand why people who smoke cigarettes are looking for less harmful, yet satisfying, alternatives to smoking. And we want to give them that choice.


How Can Philip Morris Offer Smokers A Better Choice?

We want to act responsibly by designing a smoke-free future.

We want to switch hundreds of millions of current adult smokers to smoke-free products as quickly as possible. Success depends on creating breakthrough products that are better alternatives to continued smoking, that deliver nicotine without cigarette smoke, and that adult consumers find satisfying.

Since 2008 we’ve invested $6 billion in researching into how we can develop innovative products that are not only smoke-free but also enjoyable, employing more than 400 world-class scientists, engineers, and technicians. We’re delighted to have converted over 10.4 million users so far.

These products are available today as Philip Morris’ IQOS (heat not burn tobacco technology) and IQOS MESH (next generation vaping technology). Our portfolio of revolutionary smoke-free products is something really big and exciting. And it’s just the beginning...


What Are Philip Morris Up To Globally?

With our IQOS heated tobacco product already in 44 markets around the world, our vision of a smoke-free future is spreading globally.

So let’s look at Philip Morris' IQOS in more depth. It uses sophisticated technology to heat tobacco sticks (called HEETS), without combustion, fire, ash, or smoke. The nicotine-containing vapour releases the true taste of heated tobacco. The experience lasts about six minutes or 14 puffs, comparable to that of a cigarette.

Our studies indicate that IQOS emits 95% less harmful chemicals compared to cigarettes.* Switching completely to IQOS presents less risk to your health than continuing to smoke.** IQOS isn’t risk-free and it is only intended for adult smokers as a better alternative to continued smoking.


And What About Here In The UK?

There are currently 7.6 million smokers in the UK and we know that smoking in this country will continue for another 30 or 40 years unless something is done. And that’s why Philip Morris UK is doing something.

We’ve been spreading the word about creating a smoke-free future since December 1st 2016, when our first IQOS store opened in Soho Wardour Street. We now have three more IQOS stores in London, with IQOS and HEETS available at UK stockists and online.

Yes, we’re part of the problem. But we also want to be part of the solution. And that’s why we’re providing options, such as a Try IQOS Before You Buy for 14 days – around 80% of those who trial IQOS for 14 days keep the device.

By investing $6 billion into R&D, Philip Morris International can continue to deliver less harmful products to consumers in the UK. Which means there’s no reason why people should smoke cigarettes any more.


*Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).

**Based on the totality of evidence available for IQOS in comparison with continuing to smoke.

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Learn about heated tobacco
Learn about heated tobacco

What is heated tobacco?

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Try IQOS for £10

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Discover the benefits of IQOS
Discover the benefits of IQOS

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