Philip Morris International (PMI) is celebrating 10 years since the launch of its flagship heating tobacco system, IQOS. This significant anniversary will be celebrated with a global event taking place in the Japanese capital, Tokyo, on October 19. 

10 years ago, IQOS disrupted the tobacco industry as science, technology and consumer demand came together to pioneer a category, although not risk-free, of better alternatives compared to cigarettes. 

In the past ten years, PMI have continuously innovated and expanded its portfolio of smoke-free products driven by adult consumers’ needs and expectations and backed by science. Today, our smoke-free products are available in over 90 markets globally, offering millions of adult smokers a range of products, although not risk-free, are better alternatives to continued smoking.

Today, IQOS is the world’s number 1 heating system globally, with more than 30 million adult users, and 22.1 million of whom have completely switched to IQOS and quit smoking at the core of our smoke-free journey.

The 10-year anniversary is a milestone dedicated to the diverse and ever-growing IQOS community, with the Tokyo event highlighting the importance of the progress towards a smoke-free future, by fostering meaningful progress to support the ongoing transition from cigarettes to innovative alternatives. 

The global event includes the launch of a global platform named “IQOS Together X” and will host adult users from 29 countries around the world, including the Kingdom of Saudi Arabia.

Commenting on the anniversary of IQOS, Saim Yasin, Director of SFP Middle East said: “Since the launch of IQOS ILUMA in the Kingdom last year, we have seen many adult cigarette smokers make the switch to IQOS, our latest innovation in tobacco heating systems. Offering better smoke-free alternatives, like IQOS, for adult smokers in the Kingdom who don’t quit, is crucial for empowering individuals and helping them access accurate information about smoke-free products that are, although not risk-free, a better choice than continued smoking. 

Since 2008, PMI has invested USD 12.5 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies—helping to make IQOS the global champion of smoke-free products.

Innovative alternative products to cigarettes, such as heated tobacco products and others, although not risk free, offer a better alternative to continue smoking, as they eliminate burning. Recent studies have proven that burning is responsible for smoking-related diseases, as cigarette smoke produces more than 6,000 harmful chemicals. At the same time, alternative products deliver nicotine to adult users in innovative ways that do not involve burning.