According to Hot News on May 27, Philip Morris International (PMI) celebrated the 10th anniversary of introducing IQOS and has launched the latest IQOS ILUMA product in Romania.
Mircea Scăunașu, CEO of PMI Romania, said:
This anniversary commemoration gives us the opportunity to reaffirm our commitment to a smoke-free future. We dedicate this to the IQOS user community, who have proven that one day, cigarettes can actually become history. In Romania, over half of adult smokers have already chosen our company's smoke-free devices.
According to reports, the net income from PMI's smoke-free products has surpassed that of Marlboro cigarettes. In 25 markets including Bulgaria, the Czech Republic, Denmark, Greece, Italy, Poland, and Romania, PMI's income from smoke-free products accounts for over 50% of the total net income.
Milcha further added,
Philip Morris International (PMI) is heavily investing in research and innovation to provide better alternatives for adults who continue to smoke. However, in order to effectively achieve this transformation, it is crucial for the government and society to actively participate. For regulatory agencies, embracing the opportunities brought by innovation and science is important for both society and smokers.
Currently, the company has invested over $12.5 billion in research and development, with over 1,500 R&D professionals at its research centers in Switzerland and Singapore.
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