As most of us already know, for a new electronic cigarette or vaping product to be released after August 8th of this year, they must go through the rigorous PMTA process. Phillip Morris has been developing a brand new device that they have happily shown their investors, and this device is the IQOS. The IQOS is a vaporizer that vaporizes actual tobacco leaves, not e-liquid/e-juice. The IQOS works by placing a cigarette looking tube, filled with tobacco (likely soaked in propylene glycol), into the IQOS.
The IQOS will then vaporizer the tobacco leaves at about 350 degrees, which is about 450 degrees less than what a cigarette is typically burned at.
Cigarettes are burned at 800 degrees, which results in the combustion of the tobacco, rather than vaporizing it. By heating the tobacco at 350 degrees, Phillip Morris claims that this device will deliver a mouthful of tobacco-flavored vapor without the tar and nicotine produced by traditional cigarettes.
While it has not been confirmed, early speculations claim that the tobacco leaves are soaked in propylene glycol to help aid with the vapor production.
According to PMI statements, the IQOS has been in development for 10 years and around $2 billion dollars have been invested into this project. This starter kit starts at around $90 and the “heat sticks” filled with tobacco retail for $6 and come in packs of 20.
Does that sound familiar to anyone? Packs of 20 priced around $6? That seems to be pretty comparable to the price of a pack of cigarettes, depending on your local tobacco sales tax.
What does all of this have to do with traditional e-cigarettes?
Dr. Moira Gilchrist, Director of Scientific Engagement at Phillip Morris International announced that they are going through with the PMTA process with this device. Dr. Gilchrist noted that Phillip Morris will be submitting this product to the FDA later this year and they will be requesting a modified risk claim. Phillip Morris is poised to market this product as a safer alternative to traditional cigarettes.
If the FDA were to approve this product, we can only imagine the extreme backlash. Not only is this product still using actual tobacco, it is also using one of the main ingredients in e-juice, propylene glycol.
What do you think about this new product that Phillip Morris is attempting to release as a safer alternative? Are you interested in this product?