In a landmark stride toward a healthier, smoke-free future, Philip Morris South Africa (PMSA) has unveiled the VEEV electronic vapour product, completing the nation’s portfolio of smoke-free alternatives and placing South Africa among only 20 countries worldwide to offer the full range of Philip Morris International (PMI) smoke-free innovations.
With this milestone, South Africa cements its place at the forefront of a global movement — one that aims to replace every cigarette with a science-backed, smoke-free alternative.
A Bold Vision for a Smoke-Free Generation
For decades, cigarettes have defined global tobacco consumption. Today, PMI’s strategy is rewriting that legacy. Having invested over USD 14 billion since 2008 in research, product development, and scientific validation, PMI is transforming from a cigarette company into a science-based, technology-driven health innovation business.
The company’s ambition is clear: by 2030, more than two-thirds of PMI’s global net revenue will come from smoke-free products — products designed to eliminate combustion, the primary source of smoking-related harm.
“Adult smokers in South Africa now have more options than before when considering scientifically substantiated alternatives to smoking,” says Jonathan Kwak, Director of Smoke-Free Products at PMSA.
“Adult smokers’ acceptance of better alternatives to cigarettes is a critical component in our effort to move away from cigarettes entirely,” he adds.
Science, Innovation, and Lifestyle — A New Approach
The World Health Organization (WHO) estimates that 1.3 billion people still smoke worldwide — a figure that underscores the urgency for new, scalable harm-reduction solutions. PMI’s smoke-free products are already available in 97 markets, with over 41 million adult users having switched completely from cigarettes.
South Africa now joins this momentum with a full portfolio that reflects both scientific progress and lifestyle diversity:
-
IQOS ILUMA – the most advanced heated tobacco device from PMI, using cutting-edge induction technology to heat tobacco rather than burn it. Independent studies show it emits on average 95% lower levels of harmful chemicals compared to cigarettes.
“IQOS ILUMA represents the next generation of innovation — combining refined design with intelligent heating technology,” says Kwak.
-
ZYN – the world’s leading oral nicotine pouch brand, now expanding across 37 countries. ZYN offers a smoke-free, tobacco-free nicotine experience, discreetly fitting into modern life with multiple flavours and strengths.
“It’s perfect for moments when you want nicotine enjoyment — without smoke, ash, or disruption,” Kwak notes.
-
VEEV – PMSA’s electronic vapour range, newly launched in South Africa in September 2025, designed for adult smokers seeking smooth vapour performance with flavour integrity and quality control.
Balancing Choice with Responsibility
While PMI continues to lead innovation in this space, the company maintains a clear public health message: the best choice any smoker can make is to quit all tobacco and nicotine use entirely.
However, for those who do not quit, switching completely to smoke-free alternatives can significantly reduce exposure to harmful chemicals produced by burning tobacco — the root cause of most smoking-related diseases.
PMI acknowledges that its smoke-free products are not risk-free and contain nicotine, which is addictive, but their development aligns with harm reduction principles already embraced in fields such as alcohol control, traffic safety, and disease prevention.
“With our expanding offering, we aim to accelerate South Africa’s transition to a smoke-free future — aligning with harm-reduction principles and supporting informed adult choice,” concludes Kwak.
South Africa’s Role in a Global Shift
South Africa’s inclusion among the world’s 20 multi-category smoke-free markets highlights a growing recognition of innovation as a public health catalyst. As governments, regulators, and industries collaborate to reduce smoking rates, technology, science, and consumer education are proving essential tools in shaping a future without smoke.
This is not merely a product launch — it is a vision unfolding: a nation standing at the crossroads of science and social change, where adult smokers are empowered to make better choices, and the next generation may grow up in a world free from the smoke of burning tobacco.
