Dec 3, 2018

The Cube, where the magic of IQOS comes to life 

Undoubtedly, IQOS has revolutionized the way of consuming tobacco in the world, offering an experience without combustion, without smoke, without ash and with fewer odors. But what is behind this innovation and who has driven this technological development?


In Neuchaâtel, Switzerland, a team with more than 400 people, formed by mathematicians, chemists, toxicologists, physicists, epidemiologists and doctors, is constantly working to create, design and produce innovative solutions that may be the answer to a worldwide concern: to reduce the damage generated by cigarette consumption.


The Cube is a technological center designed by PMI in Switzerland, which aimed to create a portfolio of smoke-free products capable of reducing the risks associated with nicotine consumption. One of the laboratories of this center is the 'Invitro Studies', in which you can see in 3D the possible impacts that the elements of the heated tobacco have on cell cultures and molecules. There are also toxicological laboratories where the toxicity of the products is generated and evaluated in comparison with the cigarette.


Likewise, one of the research topics in which these laboratories focused was to reduce significantly the temperature at which the tobacco is subjected, since it appeared that when the temperature is much lower than combustion, that is when it heats the tobacco instead of burning it, an average 90% less harmful chemical levels are generated compared to the cigarette smoke.


The result was the development of a product that would allow heating the tobacco through an electronic device, IQOS, which reaches a temperature below 350ºC, ideal to avoid combustion, compared to a common cigarette that burns at a temperature of 800ºC, releasing steam instead of smoke.


The innovation in "The Cube" is permanent. In recent days, its last great creations were introduced: IQOS 3 and IQOS 3 MULTI, two more compact, light and efficient versions that will improve the consumer experience, starting from November 15, 2018. While the world keeps on enjoying IQOS, "The Cube" won’t stop surprising us.


  • * Content developed by Coltabaco SAS