{"id":2090,"date":"2026-06-02T19:29:19","date_gmt":"2026-06-02T19:29:19","guid":{"rendered":"https:\/\/www.thecurrent.co.za\/?p=2090"},"modified":"2026-06-03T09:15:09","modified_gmt":"2026-06-03T09:15:09","slug":"from-london-tobacco-shop-to-global-smoke-free-mission-everything-you-need-to-know-about-pmi","status":"publish","type":"post","link":"https:\/\/www.thecurrent.co.za\/index.php\/2026\/06\/02\/from-london-tobacco-shop-to-global-smoke-free-mission-everything-you-need-to-know-about-pmi\/","title":{"rendered":"From London Tobacco Shop to Global Smoke-Free Mission \u2014 Everything You Need to Know About PMI"},"content":{"rendered":"\n

A plain-language guide to Philip Morris International: the history, the pivot, the products, and why it matters to communities like ours.<\/em><\/h1>\n\n\n\n
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Last year, I was introduced to PMI through my blog and my work as a journalist. I was part of a group of journalists invited to attend their Technovation conference in Cape Town, covering their smoke-free products. When I landed, I received a call from my husband asking what I had flown out for, and as embarrassing as this sounds, I couldn\u2019t answer. I had no clue what PMI was all about. He was disappointed and asked me to do more research. Which I did. But from a point of complete ignorance.<\/p>\n\n\n\n

One and a half years later, having met real people who have quit smoking and switched to smoke-free products, I have come to learn about and be genuinely passionate about this work. I want someone else to know what PMI is doing, because smoking is a very real, very common problem in our communities. I don\u2019t want the next person to suffer from a lack of knowledge when I have learnt so much in this time.<\/p>\n\n\n\n

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Who Is PMI? A Simple Starting Point:<\/h2>\n\n\n\n

PMI stands for Philip Morris International. It is one of the largest consumer goods companies in the world, operating in the tobacco and nicotine industry. As of 2024, it employs over 83,000 people and generates revenues of close to $38 billion a year.<\/p>\n\n\n\n

Those are big numbers. But what is more interesting than the size of the company is what it is trying to become<\/em>.<\/p>\n\n\n\n

PMI was, for most of its history, a cigarette company. A very powerful one. It made Marlboro \u2014 one of the most recognised cigarette brands on the planet. But over the last decade, PMI has made a decision that is genuinely unusual for a company of its size: it wants to replace its own product. It wants to stop selling cigarettes and instead offer adult smokers products that are scientifically shown to be less harmful.<\/p>\n\n\n\n

That is the company I walked into a conference about without really knowing what they did. Let me save you that experience.<\/p>\n\n\n\n

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The History \u2014 From a London Shop to a Global Giant:<\/h2>\n\n\n\n

PMI did not start as a corporation in a glass skyscraper. It started in 1847 with a man named Philip Morris \u2014 a British tobacconist who opened a small shop on Bond Street in London selling tobacco and hand-rolled cigarettes. A humble beginning. Essentially a family business making premium cigarettes for an upmarket city clientele.<\/p>\n\n\n\n

After Philip Morris passed away in 1873, his widow Margaret and his brother Leopold kept the business going. By 1881, Leopold had partnered with a businessman named Joseph Grunebaum, and they formalised the company as Philip Morris & Company and Grunebaum, Ltd. That partnership dissolved in 1885, and the company became simply Philip Morris & Co., Ltd.<\/p>\n\n\n\n

What helped the company grow early on was a shift in what people were smoking across Europe. Soldiers returning from the Crimean War had developed a taste for Turkish tobacco, which created demand for cigarettes over traditional pipe tobacco and cigars. Philip Morris was well-positioned to meet that demand.<\/p>\n\n\n\n

Here are the key moments that shaped the company:<\/p>\n\n\n\n

    \n
  • 1847<\/strong> \u2014 Philip Morris opens a tobacco shop at 92 Bond Street, London.<\/li>\n\n\n\n
  • 1881<\/strong> \u2014 The business is formally incorporated.<\/li>\n\n\n\n
  • 1902<\/strong> \u2014 Philip Morris is named royal tobacconist to King Edward VII, and the company enters the American market.<\/li>\n\n\n\n
  • 1924<\/strong> \u2014 Marlboro is born and registered as a trademark.<\/li>\n\n\n\n
  • 1954<\/strong> \u2014 International expansion begins, starting with Australia.<\/li>\n\n\n\n
  • 2008<\/strong> \u2014 Philip Morris International is spun off from its parent company, Altria, and becomes an independent, publicly listed company. This is the PMI we know today.<\/li>\n<\/ul>\n\n\n\n
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    The Big Shift: Why PMI Decided to Change Everything:<\/h2>\n\n\n\n

    By the early 2000s, the world had changed dramatically. The evidence that cigarettes caused cancer, heart disease, and stroke was no longer deniable. Governments were imposing stricter restrictions on tobacco advertising. Legal battles were costing tobacco companies enormous sums. And consumers were starting to turn away from cigarettes.<\/p>\n\n\n\n

    PMI faced a choice. Keep doing what it had always done, or try something different.<\/p>\n\n\n\n

    Starting around 2008, the company quietly began investing in research to develop what would eventually be called smoke-free products: alternatives to cigarettes that could deliver nicotine without burning tobacco. In 2016, PMI made its new direction public. The company announced an ambitious new purpose, to deliver a smoke-free future, and declared that it wanted to replace cigarettes entirely.<\/p>\n\n\n\n

    This was, by any measure, a remarkable thing for a cigarette company to say.<\/p>\n\n\n\n

    Between 2008 and 2024, PMI invested over $14 billion<\/strong> in research and development of smoke-free products. That level of investment signals something more than a marketing campaign. It is a business transformation.<\/p>\n\n\n\n

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    Key Terms Explained in Plain Language:<\/h2>\n\n\n\n

    Before we go further, let me break down the terms you\u2019ll keep hearing when PMI talks about its work. These can sound like corporate or scientific jargon, but they\u2019re not hard to understand once explained simply.<\/p>\n\n\n\n

    Combustion \/ Burning Tobacco<\/strong> \u2014 When you light a cigarette, the tobacco burns. That burning process is called combustion, and it creates smoke. That smoke contains over 6,000 chemicals, around 100 of which have been identified as causes \u2014 or potential causes \u2014 of serious diseases like cancer and heart disease. Combustion is the core problem with traditional cigarettes.<\/p>\n\n\n\n

    Smoke-Free Products<\/strong> \u2014 Any nicotine product that does not involve burning tobacco. No burning means no smoke, and a significant reduction in the harmful chemicals the user is exposed to. PMI\u2019s entire new business is built around smoke-free products. Important note: smoke-free does not mean risk-free. These products still contain nicotine, which is addictive.<\/p>\n\n\n\n

    Tobacco Harm Reduction<\/strong> \u2014 The philosophy behind PMI\u2019s transformation. Quitting smoking altogether is always the best option for health. But the reality is that millions of adult smokers find it extremely difficult to quit. Harm reduction says: if someone is going to continue using nicotine, let us at least give them a way to do it that is less damaging than smoking a cigarette. Think of it like driving without a seatbelt versus driving with one, neither is completely without risk, but one is clearly safer.<\/p>\n\n\n\n

    Heated Tobacco Products (HTPs)<\/strong> \u2014 Instead of burning tobacco, these products heat it to a precise temperature that releases nicotine and flavour without igniting the tobacco. Because there is no burning, there is no smoke, just a vapour. PMI\u2019s main HTP product is IQOS.<\/p>\n\n\n\n

    IQOS<\/strong> \u2014 PMI\u2019s flagship smoke-free product. You insert a specially designed tobacco stick into a device, and the device heats the tobacco to around 350\u00b0C \u2014 compared to a cigarette which burns at over 800\u00b0C. The lower temperature releases nicotine and taste without creating the thousands of harmful chemicals produced by burning. PMI says switching completely from cigarettes to IQOS reduces exposure to harmful chemicals by up to 95% on average, though they are clear this does not mean a 95% reduction in health risk.<\/p>\n\n\n\n

    Nicotine Pouches<\/strong> \u2014 Small pouches, similar to tea bags, placed between the gum and lip. They release nicotine without any tobacco being inhaled at all. PMI\u2019s nicotine pouch brand is called ZYN.<\/p>\n\n\n\n

    Modified Risk Tobacco Product (MRTP)<\/strong> \u2014 A classification by the United States Food and Drug Administration (FDA). When a product receives this designation, it means the FDA has reviewed the scientific evidence and authorised the company to tell consumers that the product presents a lower risk than cigarettes. IQOS received this authorisation, a significant regulatory milestone.<\/p>\n\n\n\n

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    The Products: What PMI Makes Today<\/h2>\n\n\n\n

    PMI\u2019s product range has shifted dramatically over the past decade. While cigarette brands like Marlboro still exist, the company\u2019s energy and investment are now concentrated on its smoke-free portfolio.<\/p>\n\n\n\n

    IQOS<\/strong> \u2014 Heated tobacco device using a special tobacco stick (called HEETS or TEREA). Available in ORIGINALS and ILUMA versions. The ILUMA uses a bladeless induction system. PMI\u2019s most important product.<\/p>\n\n\n\n

    VEEV<\/strong> \u2014 PMI\u2019s e-vapor product, an electronic cigarette that heats liquid containing nicotine. Unlike heated tobacco, no real tobacco is used. Available in various nicotine strengths and flavours.<\/p>\n\n\n\n

    ZYN<\/strong> \u2014 Nicotine pouches with no tobacco. Placed between your gum and lip, they release nicotine slowly. PMI acquired ZYN\u2019s manufacturer, Swedish Match, in 2022 for around $16 billion.<\/p>\n\n\n\n

    Marlboro & others<\/strong> \u2014 PMI still sells traditional cigarettes including Marlboro and L&M. These brands continue to generate significant revenue, but the company is actively working to reduce cigarette sales over time.<\/p>\n\n\n\n

    As of the end of 2025, an estimated 43 million adults worldwide<\/strong> were using PMI\u2019s smoke-free products.<\/p>\n\n\n\n

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    Major Milestones Worth Knowing:<\/h2>\n\n\n\n
      \n
    • 2014<\/strong> \u2014 IQOS is quietly piloted in Italy and Japan \u2014 two countries chosen for their favourable regulatory environments.<\/li>\n\n\n\n
    • 2016<\/strong> \u2014 PMI publicly announces its new purpose: to deliver a smoke-free future and eventually replace cigarettes entirely.<\/li>\n\n\n\n
    • 2019<\/strong> \u2014 The US FDA authorises IQOS as a Modified Risk Tobacco Product, confirming it produces significantly fewer harmful chemicals than cigarette smoke.<\/li>\n\n\n\n
    • 2022<\/strong> \u2014 PMI acquires Swedish Match \u2014 the maker of ZYN \u2014 for approximately $16 billion, gaining a strong foothold in the US market.<\/li>\n\n\n\n
    • 2023<\/strong> \u2014 IQOS overtakes Marlboro as PMI\u2019s highest-revenue product. For the first time, a smoke-free product generates more money than the iconic cigarette brand.<\/li>\n\n\n\n
    • 2024<\/strong> \u2014 IQOS surpasses $10 billion in annual net revenues. Smoke-free products now account for over 40% of PMI\u2019s total revenue.<\/li>\n\n\n\n
    • 2025<\/strong> \u2014 PMI reports 43 million adults using smoke-free products. IQOS launches in Austin, Texas \u2014 the first major US city rollout.<\/li>\n<\/ul>\n\n\n\n
      \n\n\n\n

      The Real Challenges PMI Has Faced:<\/h2>\n\n\n\n

      No story about PMI is complete without acknowledging the challenges and criticisms it has faced. PMI is not without controversy, and anyone engaging with their work should go in with eyes open.<\/p>\n\n\n\n

      A legacy of harm.<\/strong> For decades, Philip Morris and the broader tobacco industry worked to deny or downplay the health risks of smoking, fighting regulations and funding research that questioned scientific consensus. That history does not disappear because the company has adopted a new purpose.<\/p>\n\n\n\n

      The trust deficit.<\/strong> Public health organisations and governments around the world remain deeply sceptical of PMI\u2019s motives. Some researchers argue that PMI\u2019s harm reduction framing serves commercial interests by normalising nicotine use rather than reducing it. The World Health Organisation and many governments have not endorsed tobacco industry-funded harm reduction efforts.<\/p>\n\n\n\n

      Nicotine is still addictive.<\/strong> PMI is very clear, and this is to their credit, that their smoke-free products are not risk-free. The concern from public health advocates is that products like IQOS may keep existing smokers dependent on nicotine rather than helping them quit entirely, and may attract new users who never smoked cigarettes.<\/p>\n\n\n\n

      The perception gap.<\/strong> Research commissioned by PMI in the United States found that 73% of people believe all tobacco and nicotine products carry the same level of risk, which is not accurate according to science. If people believe IQOS is as dangerous as cigarettes, they have no reason to switch.<\/p>\n\n\n\n

      Regulatory battles.<\/strong> In many countries, heated tobacco products face either outright bans or very strict regulations. Countries like India and Thailand do not permit them. Even in markets where they are allowed, navigating regulatory approval is an expensive and slow process.<\/p>\n\n\n\n

      Youth access concerns.<\/strong> One of the most consistent criticisms is that smoke-free products, particularly those with appealing flavours and sleek designs, may attract young people who never smoked before. PMI maintains that their products are strictly for adult smokers, but enforcement across 95 markets is genuinely difficult.<\/p>\n\n\n\n

      \n\n\n\n

      Where PMI Stands Today:<\/h2>\n\n\n\n

      As of 2025\u20132026, PMI is arguably in the strongest position it has been in years, financially and reputationally within the harm reduction debate. The numbers are hard to argue with: 43 million smoke-free product users, $10 billion in IQOS revenue, smoke-free products making up 41% of total company revenues. The company\u2019s ambition is to have over two-thirds of its net revenue come from smoke-free products by 2030.<\/p>\n\n\n\n

      Japan has been one of the clearest proof points. IQOS and similar heated tobacco products now capture close to half of Philip Morris\u2019s combined cigarette and HTP market in Japan, and the total number of adults smoking in Japan has continued to decline since HTPs were introduced.<\/p>\n\n\n\n

      In Africa and other developing markets, PMI\u2019s presence is growing but still limited. The products are premium-priced, which puts them out of reach for many lower-income smokers, the very population most likely to be harmed by cigarettes. This is one of the more honest critiques of the smoke-free agenda: it currently benefits wealthier consumers first.<\/p>\n\n\n\n

      \n\n\n\n

      Why This Matters to Communities Like Ours:<\/h2>\n\n\n\n

      I want to end here, at the reason I started writing this article in the first place.<\/p>\n\n\n\n

      Smoking is not an abstract public health statistic in our communities. It is a father who coughs every morning. It is a brother who has tried to quit a dozen times and cannot. It is the smell of cigarettes at a family braai, the packets in a grandmother\u2019s handbag, the young men standing outside a shopping centre in Joburg with a cigarette between their fingers. It is ordinary. Normalised. And quietly devastating.<\/p>\n\n\n\n

      What PMI is attempting, and I say attempting because no company is perfect and this work is far from finished, is to create a pathway for smokers who cannot or will not quit. Not a replacement for quitting. Not a product for people who have never smoked. But an alternative for the millions of adults who light up every single day, knowing it is hurting them, unable to stop.<\/p>\n\n\n\n

      I have met people personally who have switched from cigarettes to IQOS. People who have smoked for fifteen or twenty years. Who tried patches, gum, willpower, cold turkey, and none of it held. And who are now using a heated tobacco device instead of burning cigarettes, reporting that they breathe more easily, that the people around them are not inhaling secondhand smoke, that their clothes and hair no longer smell of ash.<\/p>\n\n\n\n

      Is IQOS the same as quitting? No. Is it less harmful than continuing to smoke cigarettes? The science, including the FDA\u2019s own assessment, says yes. And for the adult who is going to smoke regardless, that difference matters.<\/p>\n\n\n\n

      Understanding PMI is not about defending them or endorsing everything they have ever done. It is about being informed enough to engage honestly with one of the most significant public health conversations of our time. Smoking kills. Anything that credibly reduces that harm is worth knowing about.<\/p>\n\n\n\n

      You now know about it.<\/p>\n\n\n\n

      \n\n\n\n


      All PMI products mentioned contain nicotine, which is addictive. Smoke-free products are not risk-free and are intended for adult smokers only. The best health decision remains quitting nicotine and tobacco altogether<\/em>. <\/p>\n\n\n\n

      <\/p>\n","protected":false},"excerpt":{"rendered":"

      A plain-language guide to Philip Morris International: the history, the pivot, the products, and why it matters to communities like ours. Last year, I was introduced to PMI through my blog and my work as a journalist. I was part of a group of journalists invited to attend their Technovation conference in Cape Town, covering […]<\/p>\n","protected":false},"author":1,"featured_media":2094,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/comments?post=2090"}],"version-history":[{"count":2,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2090\/revisions"}],"predecessor-version":[{"id":2092,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/posts\/2090\/revisions\/2092"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/media\/2094"}],"wp:attachment":[{"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/media?parent=2090"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/categories?post=2090"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thecurrent.co.za\/index.php\/wp-json\/wp\/v2\/tags?post=2090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}