BY Fast Company 2 MINUTE READ

In pursuit of innovating the most-advanced smoke-free products for adult smokers, Philip Morris International (PMI) has introduced the latest addition to its heat-not-burn product portfolio, IQOS 3 DUO. 

The continued development of technology showcased by IQOS 3 DUO represents PMI’s latest step in its journey to achieve a smoke-free future. PMI has continuously showed commitment to providing scientifically substantiated, industry-leading products that help adult smokers who will otherwise continue using cigarettes, to switch as quickly as possible to less harmful alternatives.  “We’ve listened and responded to consumers’ needs to deliver the most advanced IQOS product yet” says Marcelo Nico, Managing Director at Philip Morris South Africa (PMSA).

IQOS 3 DUO is designed with new features to help adult smokers switch from cigarettes more seamlessly. Featuring the fastest and most powerful holder within the IQOS family, IQOS 3 DUO allows two consecutive uses without recharging the holder, while the holder charging time is much faster compared to previous models.

“We continue investing in science and technology to develop products that meet the needs of adult smokers; products that can help many who would otherwise continue to smoke to switch. The launch of IQOS 3 DUO affirms our commitment to innovate technologically advanced and scientifically substantiated products that provide adult smokers with better choices than continued smoking,” says Nico.

To date, more than 12.5 million adult smokers globally choose IQOS, of which over 70 percent  abandon cigarettes and switched completely to IQOS.2  This is the result of more than 10 years of development by a team of over 400 leading scientists, engineers and experts at PMI and USD$6 billion investment in PMI’s growing portfolio of advanced smoke-free products.

“Evidence shows that IQOS does not negatively affect indoor air quality. IQOS heats tobacco instead of burning it, so consumers can enjoy a real tobacco taste and satisfaction, with 95 percent less harmful chemicals compared to cigarettes. The totality of PMI’s clinical evidence indicates that switching completely to IQOS is less harmful than continued smoking. It is important to note that IQOS is not risk- free. It delivers nicotine, which is addictive.

Nico points out that the majority of smokers who switch to IQOS completely quit cigarettes, which, he says, makes IQOS the most compelling smoke-free alternative today.

“Our goal is that by 2025 at least 40 million PMI cigarette smokers who would otherwise continue to smoke will have switched to smoke-free products and that at least 30 percent of our volume will come from smoke-free products,” he concludes.

In South Africa, the company has redirected its energy and resources towards helping the country’s 10 million adult smokers choose better, smoke-free alternatives. PMSA has opened more than 20 dedicated IQOS retail outlets in major South African malls including a flagship boutique in Sandton City over the last two years. “This investment signals how serious we are about creating a smoke-free South Africa” says Nico.