Philip Morris International has launched a new version of its IQOS heat-not-burn cigarette alternative in South Africa. The IQOS ORIGINALS ONE is an upgraded and renamed version of the IQOS 3 MULTI.
IQOS is the world’s number one tobacco heating system and a preferred choice for approximately 17.8 million adults globally, who have switched completely to IQOS and stopped smoking.
IQOS ORIGINALS ONE comes in four new colours and is fully compatible with existing HEETS tobacco sticks. The IQOS ORIGINALS ONE will replace the IQOS 3 MULTI and is now available at the IQOS stores and kiosks nationwide.
Backed by over a decade of scientific research and development, the IQOS devices utilise Philip Morris’ time-tested and patented HEATCONTROL™ TECHNOLOGY, which uses a flat wide ceramic blade to heat tobacco instead of burning it, resulting in no smoke, no ash, less smell, and emits 95 percent less harmful chemicals compared to cigarettes
“In pursuit of innovating the most-advanced smoke-free products for adult smokers, we are continuously striving to replace cigarettes with less harmful alternatives like the IQOS ORIGINALS ONE,” says Vuyokazi Xapa, Director of Corporate Communications at Philip Morris South Africa. “The continued development of technology exemplified by IQOS is driven by continuous consumer feedback and insights and is supported by scientific substantiation—with the aim of helping adults who would otherwise continue to smoke cigarettes or use other nicotine delivery products switch to better science-backed alternatives.”
She explains that as a company quite simply they want to end the sale of cigarettes with better nicotine delivery products like IQOS that do not burn tobacco. “As a company Philip Morris is doing all we can to accelerate this shift by offering the most up to date smoke-free products to all adults who would otherwise continue to smoke.”
“By increasing availability of IQOS in South Africa and focusing on seamless experience and education on benefits of IQOS to adult men and women who continue to smoke we will see a heightened growth trajectory in this category of reduced risk products,” she adds. “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.”
“Affordability of reduced risk alternatives is a concern among many adult smokers in South Africa,” Xapa adds. “While the best option for anyone is to quit tobacco and nicotine products completely, many don’t. Therefore, we need to continue to offer products that deliver on taste, satisfaction, and accessibility.”
She explains that the introduction of IQOS ORIGINALS ONE is another milestone in the company’s global transformation to become a majority smoke-free business by 2025. “A growing portfolio, retail channels, regulation and accessibility all have an important role to play in this journey by increasing access to scientifically substantiated smoke-free products that help smokers abandon cigarettes for good.”
IQOS ORIGINALS ONE is designed with new features to help adult smokers switch from cigarettes more seamlessly. Featuring a fast and powerful holder, allowing twenty heated tobacco experiences at full charge and three consecutive uses.
Xapa says that the totality of IQOS’ clinical evidence indicates that switching completely to IQOS is less harmful than continued smoking but it is important to note that IQOS is not risk- free as it delivers nicotine, which is addictive.
She points out that most smokers who switch to IQOS completely quit cigarettes, which, she says, makes IQOS the most compelling smoke-free alternative.
PMI has made some significant strides in the past decade. “This is not only evidenced by the 17.8 million IQOS users who have switched completely and stopped smoking cigarettes, but also in terms of our research and development into other smoke-free alternatives,” she says.
She stresses that no single product would be able to successfully move the world’s approximately 1 billion smokers away from cigarettes. “A portfolio comprising various technologies catering to different experiences, taste preferences and affordability levels is needed – and this is where we’re heading,” she adds. “Combined with the right regulatory frameworks, dialogue and support from civil society, we believe cigarette sales can end within 10 to 15 years in many countries.”
“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 50 percent of our volume will come from smoke-free products,” she concludes.
More information on IQOS can be found at https://www.iqos.com
 Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). It does not necessarily equal a 95 percent reduction in risk. Source: PMI global estimate of total in-market sales of heated tobacco units as of December 2021 (excluding China and U.S.).  Source: PMI Q4 2022 Earnings – February 2023  Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). It does not necessarily equal a 95 percent reduction in risk.