Philip Morris South Africa (PMSA) has expanded its portfolio of smoke-free products with the launch of VEEV, an electronic vapour device. The addition supports Philip Morris International’s (PMI) global vision for a smoke-free future — aiming for two-thirds of its net revenue to come from smoke-free products by 2030.
With IQOS (heated tobacco), ZYN (oral nicotine pouches), and now VEEV, South Africa joins just 20 countries worldwide offering PMI’s full range of smoke-free alternatives. The expansion underscores PMSA’s commitment to offering adult smokers science-based, non-combustible options.
“Adult smokers in South Africa now have more choices than ever when considering scientifically substantiated alternatives to smoking,” said Jonathan Kwak, Director of Smoke-Free Products at PMSA. “Their acceptance of better alternatives is key to moving away from cigarettes entirely.”
Since 2008, PMI has invested over USD 14 billion in developing and commercialising smoke-free technologies that reduce exposure to harmful chemicals found in cigarette smoke. Today, PMI’s products are available in 97 markets and used by over 41 million adult consumers globally.
The PMSA range includes:
IQOS ILUMA – PMI’s most advanced heated tobacco system, producing 95% lower levels of harmful chemicals than cigarettes.
ZYN – The world’s leading nicotine pouch brand, offering a tobacco-free experience in various flavours and strengths.
VEEV – The latest innovation, introduced to South Africa in September 2025, delivering a consistent vapour experience through modern design and technology.
While PMI continues to advocate for quitting tobacco and nicotine use entirely, it recognises that many adults will continue to smoke. For them, switching completely to smoke-free alternatives can significantly reduce exposure to the harmful chemicals caused by combustion — the leading cause of smoking-related disease.
“With our expanding offering, we aim to accelerate South Africa’s transition to a smoke-free future, in line with harm-reduction principles already guiding global public health,” Kwak concluded.