Exclusive: PMI reveals new e-vapour system for UK market

PMI has revealed it is planning to launch a new tobacco alternative system onto the UK market called IQOS VEEV.

Responding to Vape Business enquiries about the future of the IQOS MESH system after it disappeared from sale on the IQOS website last week, a PMI spokesperson said:

Early last week, visitors to the IQOS site who clicked on to the MESH device were redirected to https://uk.iqos.com/mesh-discontinued. IQOS MESH users were informed: “This IQOS MESH product is no longer available for purchase on IQOS.com”.

Users were informed that a selection of MESH’s refill capsules – VEEVs – were still available on IQOS.com and provided a link to purchase them.

By Thursday 2 April all mention of the IQOS MESH system had been removed from the IQOS homepage, though VEEVs remain sale on the site.

The IQOS MESH system launched in the UK in 2018 as a premium vaping product. It uses a mesh system rather than the traditional coil to heat the e-liquid which PMI said offers a more consistent vaping experience. Seven flavours of VEEVS are available including Tobacco Harmony, Chai Zing and Passion Fruit Zest.

In the US, analysts have suggested Philip Morris plans to launch IQOS MESH 2.0 later in 2020 but it was not known if these plans extended to other markets. The original launch date of the product was reportedly pushed back due to controversy about e-cigarettes and their alleged (and subsequently disproved) connection to lung injuries in users last year. For UK consumers at least IQOS VEEV will be the new name of this updated “e-vapour” product.

The Philip Morris spokesperson added: “Philip Morris International (PMI) believes that a portfolio of different smoke-free products is essential to achieve a reduction in harm otherwise caused by continued smoking.”