PMI division vice president Baker discusses the company’s future diversification strategy

Philip Morris International (PMI) plans to launch LEVIA, a tobacco-free product based on cellulose that contains nicotine and aims to significantly reduce harm compared to traditional cigarettes.

In an interview with the Egypt Daily News, PMI's Vice President of Global Scientific Engagement, Gizelle Baker, emphasized the company's commitment to providing satisfying alternatives for smokers and understanding the complexities of quitting smoking. She noted that PMI's strategy involves various types of devices, price points, flavors, and addressing the rituals associated with smoking.

LEVIA is designed as a nicotine delivery system similar to electronic cigarettes but without tobacco, and according to PMI, it reduces harmful chemicals by 99% compared to cigarettes. Used in conjunction with the ILUMA device, LEVIA aims to provide a sensory smoking experience while minimizing health risks. PMI's approach to reducing secondhand smoke includes not burning tobacco, thereby eliminating smoke production.

Baker stated that PMI envisions a smoke-free future by eliminating combustion, not necessarily tobacco or nicotine. The company aims to diversify its product portfolio beyond smoking-related products, expanding into health and healthcare sectors, leveraging expertise gained from tobacco research. This transition includes exploring new smoke-free products, beyond oral, heated tobacco systems, and vaping options.

The company's acquisitions in the pharmaceutical manufacturing sector indicate a shift towards diversification beyond tobacco products. PMI anticipates launching innovative products based on scientific advancements and customer satisfaction, covering both devices and consumables.