PMI expands range of heated tobacco products in PH

Denis Gorkun, president of PMFTC, Inc.

Philip Morris International Inc. is expanding its range of smoke-free products in the Philippines with the launch of BONDS by IQOS, a compact and affordable heated tobacco that emits 95 percent lower levels of chemicals compared to cigarettes.

PMI CEO Jacek Olczak said BONDS by IQOS “represents a step forward in the company’s ambition to replace cigarettes with innovative, science-based, and smoke-free alternatives.”

Available in Metro Manila including in select sari-sari stores beginning November 21, 2022, BONDS by IQOS is a low-maintenance heated tobacco product designed to be used only with specially designed tobacco sticks called BLENDS to deliver a variety of tobacco tastes. The device retails at P990, while BLENDS sell at P100 per pack of 20 sticks.

“Providing a range of alternatives to continued smoking—with a variety of taste, technology, usage and price options—is imperative and helps us to address a range of preferences as diverse as adult smokers themselves—ultimately encouraging them to leave cigarettes behind,” said Olczak.

Denis Gorkun, president of PMFTC, Inc., the local affiliate of PMI, underscored the company’s vision to deliver a smoke-free future.  “We endeavor to offer accessible, affordable science-backed alternatives to smoking combustible cigarettes, with the goal to accelerate the realization of that transformative vision.”

“PMFTC, as the market leader in the Philippines, is committed to put the country at the hub of the global smoke-free future. The addition of BONDS by IQOS to our smoke-free portfolio in the Philippines is another significant step towards that goal of a smoke-free future for 16 million Filipino smokers and their loved ones,” said Gorkun.

BONDS by IQOS

“BONDS by IQOS provides an opportunity to address consumer acquisition barriers for this segment, most notably up-front device costs and authentic tobacco taste satisfaction—providing further options of innovative smoke-free options to help ensure they do not go back to cigarettes. Through continuous innovation, we want to ensure that all adult smokers who would otherwise continue smoking, switch and abandon cigarettes,” Olczak said.

Further commercialization is expected in 2023, as PMI aims to offer adults who would otherwise continue to smoke access to a hassle-free to use a smoke-free product—validated by science as a better alternative to cigarettes.

Instead of burning tobacco, BONDS by IQOS heats it to deliver authentic tobacco taste satisfaction without ash and less smell than cigarettes. It features a resistive external heating, with no blade, via the ROUNDHEAT TOBACCO SYSTEMTM. When BONDS by IQOS heats the tobacco, it emits on average 95 percent lower levels of harmful chemicals compared to cigarettes.

Like all PMI’s smoke-free, nicotine-containing products, BONDS by IQOS is intended for adults who would otherwise continue smoking or using other nicotine products, and who are looking for a better alternative to cigarettes.

IQOS, the world’s No. 1 tobacco heating system, was launched by PMFTC in 2020 in the Philippines together with its accompanying tobacco sticks called HEETS. Today IQOS and HEETS are available nationwide.

PMI says they will achieve a smoke-free future if all adult smokers who do not quit tobacco and nicotine altogether are aware, have access to, and can afford to switch to better alternatives.

PMI’s goal is that by 2025 at least 40 million adults who would otherwise continue to smoke will have switched to its smoke-free products and that by 2025 more than 50 percent of its total net revenues will come from smoke-free products. As of September 30, 2022, PMI estimates there were approximately 19.5 million total IQOS users, excluding Russia and Ukraine, of which approximately 13.5 million have switched to IQOS and stopped smoking, with the balance in various stages of conversion.

At the time of launch, BLENDS tobacco sticks will be available in four different flavors, including classic and menthol. When fully charged, BONDS by IQOS delivers up to 20 uses, including three consecutive experiences.

READ: PH affiliate of Philip Morris reinforces commitment to a ‘Smoke-Free Future’