Tobacco giant launches new ‘healthy’ cigarette which heats rather than burns tobacco
Philip Morris International unveiled its Iqos fag, saying it wants to move away from traditional cigarettes
A NEW type of cigarette was launched in the UK today - which heats rather than burns tobacco.
Philip Morris International unveiled its Iqos fag, saying it wants to move away from traditional cigarettes.
The Swiss-based claims smokers get the same nicotine hit as a normal cigarette, but less than 90 per cent of its nasty toxins.
It says its own trials found the new “healthier” cigarette had the same impact as quitting smoking - although these claims have not yet been independently checked.
The Iqos is a £45 unit, which looks like a chunky mobile phone and charges a thin cigarette holder.
A pack of 20 fags will also cost £8.
The cigarette goes in the holder, which, when charged, allows you to smoke it.
Philip Morris’ Iqos concept cost £2.4billion to develop.
Chief exec Andre Calantzopoulos says he wants to work with governments towards the “phase-out” of conventional cigarettes.
He accepts its products harm customers and it was only right the company tries “to find and commercialise” less harmful ones.
Iqos is different from an e-cigarette, which uses an electronic system to deliver nicotine via a water vapour.
It is less smoky and does not smell as much as normal cigarettes.
Philip Morris’ rivals are said to be developing similar products.
Anti-smoking campaigners urged caution last night over the new cigarette.
Deborah Arnott, head of Action on Smoking and Health, said: “We still need to be very cautious about what the industry’s up to.
“Philip Morris is a tobacco company.
“They are still making most of their profits from selling cigarettes.
“On current trends, smoking will kill one billion people in the 21st century, most in poor countries.
“If Philip Morris really wants to see the end of smoking they have to stop promoting smoking to new young smokers around the world.”
Separately, tobacco giants, including Philip Morris, today lost their appeal against a law forcing them to use plain packaging on cigarettes.
They, as well as British American Tobacco, Imperial, Japan Tobacco International, had challenged the legislation which has been in force in the UK since May.
But yesterday three judges in London’s Court of Appeal rejected their challenge.
Public Health and Innovation Minister Nicola Blackwood said in response: “We are pleased that this decision will help many people to lead longer and healthier lives.”