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Philip Morris International, UAE brings Heated-Tobacco Product in lieu of Traditional one

Philip Morris International, UAE brings Heated-Tobacco Product in lieu of Traditional one

Enhanced Versions of IQOS start an initiative to Accelerate Smokers' Switch to Less damaging Alternatives

Philip Morris International (PMI), the global pioneer in scientifically substantiated smoke-free innovations, formally launched the IQOS 3 and IQOS 3 Multi heated-tobacco items in the UAE. Both products were made accessible in Dubai Duty Free earlier this year and will now be available from retailers across the nation.

The UAE is the first state in the GCC to invite sales of the company's breakthrough smoke-free products: providing adult smokers who would prefer not to with better alternatives to cigarettes. The latest milestone comes as part of PMI's ongoing effort to create a better future for the more than one billion adult smokers around the world and the people who care for them.

Commenting on the declaration, Tarkan Demirbas, said: "We estimate that there are in excess of 9 million adult smokers in the GCC. The best thing that those individuals can accomplish for their health is to quit but most of them likely will not. We are eager to be in a situation to provide them with a better alternative to continuing to smoke. The launch of IQOS 3 affirms our commitment to innovate technologically advanced and scientifically substantiated products that provide adult smokers with better choices -- satisfying products that present less risk of harm and 95% less harmful chemicals compared to cigarettes.* Our dedication to the development of innovative tobacco and nicotine containing products offers a modern solution to reducing the harm caused by smoking; ultimately to the benefit of society and public health."

A fundamental difference between cigarettes and the IQOS gadgets is the absence of ignition. The IQOS 3 and IQOS 3 MULTI devices use a ceramic blade to heat tobacco to a precisely controlled temperature of approximately 350°C – below the point where combustion occurs. By heating tobacco instead of ablaze it, the product offers a cleaner way of enjoying tobacco with no smoke, no ash and less smell.

IQOS is the world-leading heated-tobacco product. In fact, around 8.0 million adult smokers** of the world have already quit smoking and changed to IQOS. The new IQOS 3 has been driven by customer feedback to create a more sophisticated product, designed around consumers' needs. It evolved with improved structure and functionality for those that want a more intuitive product. The innovative IQOS 3 boasts a smaller holder and charger and faster charging capabilities than its predecessors, making it simpler to use on the move; though the revolutionary IQOS 3 MULTI enables the consumer to enjoy consecutive tobacco sessions without recharging the device for 10 uses.

PMI has put more than USD 6 billion in developing, evaluating and producing reduced risk alternatives to smoking and will continue to do so on its journey encourage existing smokers to switch if they will not quit. The company has set quantifiable targets and projects that by 2025 at least 40 million PMI cigarette smokers will have changed to PMI's smoke-free items.