The global conversation around smoking is changing. For decades, public health messaging has focused on the dangers of combustible cigarettes – and with good reason. It is the burning of tobacco that produces the thousands of chemicals responsible for smoking-related disease. But as regulation tightens and science evolves, a new discussion has entered the wellness space: can nicotine exist outside of combustion?
This question sits at the heart of Philip Morris International’s (PMI) transformation, and the rise of products like ZYN. They are paving the way towards a smoke-free future where smokers are now offered healthier alternatives to cigarettes, understanding that most do not want to quit nicotine altogether.