WASHINGTON -- With Philip Morris International (PMI) taking steps toward federal approval of the company's heat-not-burn product called iQOS, the U.S. Food and Drug Administration recently published several of PMI’s filed documents, revealing a wide range of details, including a description of the product itself, advertising plans and studies to prove various health claims as compared to traditional, combustible cigarettes.
According to the documents, the overall aim of the product is to “significantly reduce the levels of harmful and potentially harmful constituents generated in the aerosol [of combustible cigarettes] whilst retaining an acceptable sensory experience for the user.”
The product achieves that by heating tobacco rather than burning it, the documents said.
The filing also called the product a “tobacco heating device,” saying New York-based PMI will brand the device iQOS, refer to the tobacco sticks used in the device as HeatSticks and sell the product under the Marlboro brand name.
Here’s a breakdown of the product …