Philip Morris International (PMI) has announced the release of a new tobacco-free pod product designed to be used with their IQOS heating device. The company claims that this device can heat small tobacco pouches, similar to cigarettes, without burning them, resulting in potentially reduced health risks compared to smoking. PMI has developed a range of pods called LEVIA, which they claim do not contain tobacco but instead are infused with a substance called “non-tobacco matrix” that contains nicotine. The flavors available include tobacco, blueberry mint, and mint.
In his investor day report, Jacek Olczak, CEO of PMI International, stated that this product not only offers consumers an alternative to tobacco that they may not wish to use, but also potentially benefits from low-tax policies. Olczak further mentioned that LEVIA may not be subject to flavor regulations in certain jurisdictions and may not fit into existing fiscal categories. He added that PMI is currently in discussions with regulators in target markets regarding how they will address this issue.
The company advocates that, compared to traditional cigarettes, the industry refers to its product as a “reduced-risk” alternative, which can decrease the risk of exposure to harmful chemicals compared to smoking. Therefore, it should enjoy reduced taxation. The U.S. Food and Drug Administration (FDA) has authorized PMI to market IQOS. However, the World Health Organization (WHO) states that there is currently no evidence to suggest that heated tobacco poses lower health risks compared to other tobacco products.
