Text appears on screen: Everyone knows that cigarette smoking is harmful. But not everyone knows why

( Clicking gas stove )

Jacques Zuber, Former Director, Technology and Product Development speaks:

Haha, heat-Not-Burn

Music starts

Text on screen: The problem is burning

Jacques Zuber speaks:

Heat is natural throughout whatever we eat, consume. Coffee—you need to release the flavor of the bean. You need heat to change the texture of the meat.

As the tobacco starts heating and reaches a certain temperature nicotine and other flavorants vaporize.

Serge Maeder, Director, PMI Testing Labs and Analytical Research, Philip Morris International

When you burn tobacco, the temperatures that exist in this burning environment are so high that you produce a lot of toxicants. All these toxicants, or most of them anyway, come from combustion.

So if we were able to develop a product where no combustion takes place and we heat tobacco instead, we could potential produce an aerosol with much less toxicants which will reduce the risk compared to smoking.

We measure here, systematically, all the toxicants, so we can see how much they are reduced, compared to cigarette smoke.

The extent of the reduction, we didn’t know until we started the project. It was like ‘wow’. We have achieved something that is a world of difference. We achieved more than 90 per cent reduction in toxicants, compared to cigarette smoke.

Jacques Zuber speaks:

I think people are oftentimes mistaken. They think the problem is tobacco. The problem is combustion.

Text appears on screen:

I think it’s more than a big shift.

It’s a revolution – a transformation and complete redesign of the organization towards our new objective: a smoke-free future.” Jean-Claude Schneider, Director, Product and Process Development NCP, Philip Morris International.