The tobacco multinational goes towards the farewell to cigarettes and focuses on IQOS, a new product, based on a system that heats the tobacco instead of burning it, generating an aerosol that releases a tobacco flavor - The new plant in Bologna at the center of the operationThe tobacco multinational goes towards the farewell to cigarettes and focuses on IQOS, a new product, based on a system that heats the tobacco instead of burning it, generating an aerosol that releases a tobacco flavor - The new plant in Bologna at the center of the operation“We certainly have to see a future in which Philip Morris will no longer sell cigarettes on the market”: words that caused a sensation, especially if spoken by Martin Inkster, chief executive of Philip Morris UK and Ireland.What is certain is that the largest tobacco company globally is seriously thinking about the future of the sector, and not today: Philip Morris International has been investing for over a decade in a portfolio of products with the potential to represent a low-risk alternative. to cigarette smoke.Among the platforms developed by the Group, there is IQOS, launched a few days ago in the United Kingdom (hence Inkster's statements) after the introduction since 2014 in the two pilot markets Japan and Italy, then in Switzerland and in some cities in Russia, Germany, Portugal, Ukraine, Romania.Already more than a million people, in the countries where it is sold, have switched from cigarettes to this product which is nothing more than a system that heats the tobacco instead of burning it, generating an aerosol that releases a tobacco flavor thus maintaining many of the aspects. sensory and rituals related to smoking a traditional cigarette, but without combustion.The HeatSticks, produced exclusively for IQOS, contain a blend of tobacco processed with cutting-edge technologies.They are entirely produced in Italy, in the industrial area of ​​Bologna, the result of an investment of approximately 500 million euros, where the Philip Morris International group inaugurated the first factory in the world of potentially reduced risk products last September.IQOS, which in Philip Morris's programs will try to replace traditional cigarettes over time, is a system with a high rate of technological innovation: on the product, in fact, which is not an electronic cigarette but like e-cig it falls into the category of products without combustion. , around 400 world-renowned scientists and engineers work.Philip Morris International's (PMI) scientific research on IQOS has been published in a leading peer-reviewed scientific journal and provides data on the potential harm reduction of the first reduced-risk product to market.Published results show that Iqos vapors contain on average 90-95% lower levels of potentially harmful substances - excluding nicotine - than cigarette smoke designed for scientific research, and that therefore this vapor is significantly less toxic than smoking. of cigarette.So can we start thinking about a cigarette-free future?“We know that our products,” aka cigarettes, “cause harm to consumers and the only correct reaction for a company is to find and market less harmful products.This is our goal, ”said Philip Morris International CEO Andre Calantzopoulos.Meanwhile, after the launch last November 30 in the United Kingdom, with the opening of a store in central London, there will be 20 countries in which the product will be marketed by the end of 2016.FIRSTonline is an independent web newspaper of economics, finance and stock exchange published by AL Iniziative Editoriali Srl with registered office in Rome, founded and controlled by Ernesto Auci and Franco Locatelli and owned by two minority shareholders (Alessandro Pavesi and Laura Rovizzi).The portal and its applications are daily created by two agile editorial offices, one in Milan and one in Rome, and by an innovative and effective team of innovation and web managers.I give my consent for a cookie to save my data for the next comment.Add my email address to the newsletter mailing listAs a destination, you stay at home: Italy wins.At the top of the ranking is Puglia, followed by Sicily, Tuscany, Sardinia and Calabria.The Confturismo Confcommercio surveyManslaughter prescribed - 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