New IQOS versions

Philip Morris International said yesterday that it had launched the next generation of its heated-tobacco product, IQOS.
‘The new IQOS 3 and IQOS 3 MULTI integrate extensive consumer insights and feedback to improve design and user experience while maintaining signature taste, sensory attributes and ritual — all underpinned by strong scientific substantiation,’ PMI said in a note posted on its website.
‘The new versions aim to further encourage a growing number of smokers to switch, to the benefit of their health, public health and, ultimately, society.
‘The new iterations were launched today in Tokyo, Japan – the country considered the birthplace of IQOS.’
“Our dream was to create a better alternative for smokers, and IQOS has made this dream a reality; it’s a revolution for the 1.1 billion people who smoke,” André Calantzopoulos, PMI’s CEO, was quoted as saying. “IQOS 3 and IQOS 3 MULTI deliver significant improvement and innovation and mark another step toward convincing all men and women who would otherwise continue to smoke to switch to smoke-free alternatives. IQOS consumers know that this product changes many things in their lives – we thank them, and we thank Japan for leading this positive change.”
PMI said that robust science underpinned every development at PMI. ‘Its scientific assessment program is based on longstanding practices of the pharmaceutical industry and is in line with US Food and Drug Administration (FDA) guidance,’ the note said.
‘IQOS produces an aerosol that contains on average 90 percent lower levels of harmful chemicals than cigarette smoke. The totality of PMI’s preclinical and clinical evidence indicates that switching completely to IQOS presents less risk of harm than continued smoking.
‘Evidence also shows that IQOS does not negatively affect indoor air quality. On average, 70 to 80 percent of IQOS users have quit cigarettes, which makes IQOS the most compelling smoke-free alternative today.’
PMI said it had filed a Modified Risk Tobacco Product Application (MRTPA) for IQOS with the FDA, which was still under review.