South Africa Joins Global Leaders in Smoke-Free Innovation
Philip Morris South Africa (PMSA) has taken a major step toward a smoke-free future with the launch of its latest electronic vapour product, VEEV, expanding its portfolio of smoke-free alternatives in the country. This milestone aligns with Philip Morris International’s (PMI) global ambition to transition two-thirds of its net revenue to smoke-free products by 2030.
With this addition, South Africa becomes one of only 20 countries worldwide to offer all three of PMI’s smoke-free product categories:
- IQOS (heated tobacco devices)
- ZYN (oral nicotine pouches)
- VEEV (electronic vapour devices)
This expansion underscores PMSA’s commitment to providing adult smokers with science-backed alternatives that eliminate combustion and reduce exposure to harmful chemicals.
A Bold Vision for a Smoke-Free Future
PMI continues to lead the global charge toward a world without cigarettes. Since 2008, the company has invested over USD 14 billion in the research, development, and commercialization of smoke-free alternatives designed to offer adult smokers better choices.
According to the World Health Organization (WHO), there are approximately 1.3 billion smokers globally—highlighting the urgent need for scalable, science-based solutions. PMI’s smoke-free products are now available in 97 markets, with more than 41 million adult consumers having already made the switch.
“Adult smokers in South Africa now have more options than before when considering scientifically substantiated alternatives to smoking,”
said 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 added.
Innovation Meets Lifestyle
PMSA’s smoke-free portfolio reflects the understanding that no single solution fits every smoker. The goal is to offer a comprehensive range of alternatives that not only reduce exposure to harmful chemicals but also fit seamlessly into modern lifestyles.
IQOS ILUMA — Heated Tobacco Redefined
At the forefront of heated tobacco innovation is the IQOS ILUMA, PMI’s most advanced device to date. It emits on average 95% lower levels of harmful chemicals compared with cigarettes.
“IQOS ILUMA represents the next generation of innovation, combining cutting-edge technology with refined design,”
said Kwak.
ZYN — The World’s Leading Nicotine Pouch Brand
PMI also offers ZYN, the world’s leading nicotine pouch brand, which is smoke-free and tobacco-free. Already available in 37 countries, ZYN provides a clean and convenient nicotine experience in a variety of strengths and flavors.
“It’s perfect for those moments where you still want a nicotine experience without the smoke, ash, or disruption to your lifestyle,”
Kwak explained.
VEEV — The E-Vapour Solution
The newly launched VEEV range marks PMSA’s entry into the electronic vapour category in South Africa, effective from September 2025. Designed with precision engineering and high-quality e-liquids, VEEV represents the brand’s continued evolution in offering credible alternatives to traditional smoking.
Science, Responsibility, and Harm Reduction
While PMI provides a spectrum of smoke-free options, the company emphasizes that the best decision for smokers is to quit all tobacco and nicotine use entirely. However, for those who do not quit, switching completely to smoke-free products can substantially reduce exposure to the harmful chemicals caused by combustion—the main driver of smoking-related diseases.
These products are not risk-free and contain nicotine, which is addictive. Nevertheless, their development and adoption are grounded in harm-reduction principles, mirroring approaches already proven effective in other public-health areas.
“With our expanding offering, we aim to accelerate South Africa’s transition to a smoke-free future, aligning with harm-reduction principles already embraced in other public-health fields,”
Kwak concluded.
