PDF: Tobacco Category Report 2017

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marlboro man one use

It might look a bit odd, but Marlboro Man is puffing on the fag of the future. That’s according to Philip Morris International CEO André Calantzopoulos, who sounded the death knell for the traditional cigarette on Radio 4’s Today programme last November.

Calantzopoulos was announcing the UK launch of Iqos, a product containing about the same amount of tobacco as a standard cig per hit. Crucially, Iqos heats the tobacco and doesn’t burn it, resulting in 90% less toxins being inhaled, claims the Marlboro owner.

So how realistic is Calantzopoulos’ vision of a smoke-free future? Will products such as Iqos really be able to convert smokers en masse or is this a case of too little, too late, given the fast maturing e-cigs market?

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