Vapeboss – PT HM Sampoerna Tbk (HMSP)'s parent company, Philip Morris International (PMI), has successfully developed a smoke-free tobacco product marketed under the HEETS brand and exclusively used with a device called IQOS.

Sampoerna President Director, Vassilis Gkatzelis, stated that various scientific studies have been conducted for over a decade before commercialization. PMI allocated an investment of US$9 billion for this research and involved more than 900 renowned scientists worldwide.

"So, as a leading tobacco company, we made a very big decision to have a positive impact on adult smokers," Vassilis said during the IdeaFest 2022 Conference in Jakarta on Sunday (27/11/2022).

He explained that the combustion process in cigarette products releases harmful substances contained in smoke. Therefore, smoke-free tobacco products do not undergo a combustion process, making them different from cigarettes.

"Meanwhile, nicotine, which is addictive, is not risk-free. However, nicotine is not the primary cause of smoking-related diseases. Thus, smoke-free products use other methods to deliver nicotine," Vassilis elaborated.

IQOS is one of PMI's innovations introduced as a smoke-free tobacco product. Vassilis added that, based on PMI's research, IQOS can reduce the levels of harmful and potentially harmful substances by 90-95% compared to cigarettes.

"IQOS uses an electronic device to heat tobacco, not burn it. The heating process occurs at a maximum of 350 degrees Celsius and without combustion, so there is no fire, ash, or smoke," he said.

"While not entirely risk-free, switching completely to IQOS reduces harm compared to continuing to smoke," Vassilis affirmed.

However, he stated that this innovative product is only intended for adult smokers who wish to continue consuming nicotine or who find it difficult to quit smoking. Vassilis also mentioned that the commercialization of IQOS began with the launch of its sample product in Japan and Italy in 2014.

Then, in 2022, IQOS became available in 70 markets worldwide, and it is estimated that around 13.5 million adult consumers globally have quit smoking and switched to IQOS.

For your information, the source of nicotine in IQOS and HEETS smoke-free tobacco products is real tobacco. When used, IQOS does not produce smoke containing carbon-based solid particles, but rather an aerosol or vapor. Approximately 90% of the aerosol content is water, with the rest being nicotine and glycerin.

Sampoerna claims that smoke-free tobacco products heated with IQOS will not cause passive smoking. In fact, IQOS also does not negatively affect indoor air quality.

Source: CNBC Indonesia