The Marlboro parent company, which dreams of a “smoke-free world”, wants to reduce its addiction to cigarettes.
Philip Morris finally arrives on the French electronic cigarette market. It will deliver the first tobacconists next week. France is the ninth European country where Veev, its brand dedicated to the vape, will be deployed.
“This is a major launch that reinforces our strategy to have alternatives to products with combustion, explains Jeanne Pollès, president of the French subsidiary of Philip Morris International (PMI), the parent company of Marlboro, which now promises a smoke-free world. We want to support smokers who want to quit smoking with a complete offer that allows a real choice.Alternative products now represent 28% of its turnover. The goal is to reach 50% by 2025.
Read alsoMarlboro ready to buy a Swedish tobacco giant for 15 billion
PMI is pulling out all the stops to achieve this. He had until then stayed away from the e-cigarette market, which took off in France ten years ago and now has 3 million users. He had preferred to bet on Iqos…
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