Philip Morris invents smoke without fire

At a press conference on October 9 in his research and development laboratory "Le Cube" in Neuchatel, Switzerland, Philip Morris launched a new alternative tobacco product with less risk for the consumer.

The newborn is part of the IQOS range (for I Quit Ordinary Smoke is "I give up the classic cigarette") which is similar to electronic cigarettes no longer operating on the principle of combustion but that of heat, reads this day in The Economist. This is the IQOS 3 Duo, an aerosol that allows you to insert two e-cigarettes at once and to speed up the charging of the battery.

Philip Morris has been investing for many years in the development of alternative tobacco products with a promise of risk reduction. The mechanism consists of a vaporizer, an electronic rod intended to accommodate a mini-cigarette releasing a steam through a heat produced by a blade, and a charger.

The big advance is in the fact that, unlike ordinary cigarettes, tobacco is not burned but heated. The toxicity of the ousted combustion, the alternative tobacco is supposed to represent less risks of cardiovascular diseases, cancers of the lungs or others, even if the zero risk does not exist admits the giant of the tobacco.

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To this, he reiterates the importance for consumers to continue to respect the environment and the prohibition rules in their respective countries. On the legal side, the distributor calls for the introduction of regulations and taxation (taking into account the weight of research and development as well as reduced risks) dedicated to the sale and marketing of alternative tobacco products. .

Note that Philip Morris has just obtained his visa to market its alternative products in the United States, on a small scale to begin, explains our colleagues, Tommaso Di Giovanni. Philip Morris, vice president of international communications, explains that, first and foremost, to launch alternative products in a country, "the consumer must be receptive to those types of products that are no longer based on combustion and that strong scientific component to reduce health risks ".