The world's leading cigarette company has committed itself to a smoke-free future in South Africa.
Philip Morris International South Africa (PMSA), the makers of Chesterfield and Marlboro, said it had developed technology which heats tobacco to a precisely-controlled temperature just below the combustion level.
The gadget then generated nicotine-containing vapour which yields less than one-tenth of the levels of the harmful constituents found in cigarette smoke.
It was the result of 10 years' research by more than 430 scientists and experts globally, in which PMSA said it invested some R40-billion.
The company said its tobacco sticks - whict it called IQOS technology - had been available in supermarkets since last month and it planned to continue and increase its marketing.
"IQOS uses an electric heat source to heat tobacco at precisely controlled temperatures below combustion levels. This tobacco heating system is used with specific tobacco sticks called HEETS. In contrast to lit-end cigarettes, which generate smoke, the tobacco heating system is designed to reduce exposure to harmful and potentially harmful constituents by electronically heating the tobacco, which generates an aerosol," PMSA said. "More than three million of the devices have been sold worldwide and PMI has had to increase production to meet the international demand," it said.
Southern Africa managing director for Philip Morris, Marcelo Nico, said IQOS was set to change the company and the industry forever. "We are convinced of the business potential of our smoke-free products and are investing to make them a success as quickly as possible. Thanks to our scientific research and product development, we are now able to design products that generate a flavourful and satisfying nicotine-containing vapour (instead of smoke), without burning tobacco."
