Philip Morris to launch IQOS in Phl next year

Cigarette manufacturer Philip Morris Fortune Tobacco Corp. (PMFTC) is eyeing to launch its heat-not-burn tobacco device, IQOS, in the Philippines as early as the first half of next year even as it faces the possibility of a higher tax environment for electronic cigarette products.

In an interview on the sidelines of the 13th Bright Leaf Agriculture Journalism Awards, PMFTC President Denis Gorkun said he is hoping that the cigarette firm would be able to introduce IQOS to the Philippine market “sooner rather than later.”

“I would like to see it in the first half (of next year), definitely. Serious sooner than later,” Gorkun said. “It’s still a few steps to be undertaken and preparations to make sure that we launch as soon as possible.”

According to Gorkun, the company is keen on launching its heated tobacco device in the country, as it is unfazed by the government’s plan to further increase taxes on electronic cigarette products.

“Does that affect the launch plan? Absolutely not. We are totally committed to make sure that Philippine consumers have a choice, an access to one of the most successful platforms in the world which is IQOS,” he said.

He said the launch of IQOS is part of PMFTC’s efforts to create a “smoke-free” Philippines and to encourage Filipinos to shift to better alternatives.

Gorkun noted that IQOS provides less risk than combustible cigarettes, citing the US Food and Drug Administration, which has certified that IQOS is “appropriate for the protection of public health.”