Philip Morris Introduces LEVIA: A Tobacco-Free Alternative for IQOS Device

September 28, 2023

Philip Morris International (PMI) has announced a new product for its IQOS ‘heat-not-burn’ device: a tobacco-free stick named LEVIA. The sticks use a ‘non-tobacco substrate’ infused with nicotine and come in various flavors. The tobacco company claims that LEVIA might not fall under the same tax regulations or restrictions as its traditional tobacco products, providing another alternative to consumers and potentially avoiding heavy taxes or controls. PMI is currently discussing regulatory implications with authorities in some markets. However, the company hasn’t disclosed details about LEVIA’s launch or what substance replaces the tobacco.

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[Source: Reuters, September 28th, 2023]


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