Six flavors were available from straight “Virginia-style tobacco” to “minty fresh or fruity smoothness”. Model Two (in fact the third of this brand) came as an oversized pen-shaped vaporizer. The Pax, a larger, battery-powered, vaporizer designed to use loose-leaf tobacco, succeeded to Model One. The last examples in date: JTI’s Ploom Model One and Model Two, that have been discontinued in the USA. The original Model One used tiny tobacco-filled pods but relied on butane and a whimsical heating element. Heat-not-burn products currently available on the market Ploom fades, PAX persists Ploom, a heat-not-burn cigarette released few years ago by Japan Tobacco International (JTI) ![]() Since the late 80s, when such products have been presented to customers, they have been unsuccessful and their marketing failed all the time for various reasons. Brands that market HNB cigarettes are Reynolds American (RAI) with Eclipse, REVO and Core, Philip Morris International (PMI) with the HeatStick (also termed “HEETs” and now “TEEPs”) and iQOS (“I Quit Ordinary Smoking”), British American Tobacco (BAT) with Glo and Glo iFuse, and Japan Tobacco (JTI) with the Ploom and PAX concept. Time to resurrect oldiesīy having both of electronic cigarette and HNB technologies in their pocket, Big Tobacco brands will better be able to face up to increasing competition in an era where traditional tobacco smoking rates continue to decline. The combination of a tobacco stick and a heating element will offer the user to choose amongst the different brands, maybe the same he/she was used to, and select the tobacco stick that better fits to his/her taste. Unlike e-cigarettes that can be used with nicotine-free e-liquids, HNB cigarettes are tightly associated to nicotine, and specifically designed to ressemble to their combustible siblings. In a business logic and to retain customers, HNB cigarettes have to be at least as addictive as traditional cigarettes to prevent consumers from quitting altogether, considered as the net loss for the manufacturer. It shouldn’t be omitted that the profit the tobacco industry is making with combusted cigarettes is centred on tobacco and the addiction it creates during combustion. The stick-base nicotine delivery can easily be compared with cigarette-base models that have been used by Big Tobacco companies for years to develop their fruitful business. The most important similarity between HNB and combusted cigarettes is probably the few minutes the user spends puffing on his tobacco stick, once heated, which significantly contrasts with the punctual use of an e-cigarette. The presence of a pack in the pocket, their availability at tobacconists’ and convenience stores depending the country they’re sold to, can make the products easily accessible and recognisable for a smoker. The ritual of smoking is also preserved with HNB cigarettes, or at least closer to that offered by an e-cigarette. For the highly sophisticated combination of chemicals behind tobacco smoke addiction, including famous MAOIs, no one really knows where HNB’s smoke can stand. ![]() A property that is not shared by e-cigarettes at legal nicotine strengths in e-juices, much slower to deliver nicotine in the blood. ![]() The “nicotine hit”, the fact that the level of nicotine in the bloodstream reaches very quickly a very high value, partially contributes to the addiction on combustible cigarettes and is likely to produce the same effects with HNB ones. The absence of combustion, the mechanism through which most of the harmful compounds are produced, positions HNB cigarettes in the Next Generation Products (NGP) category with a lower risk profile compared to the secular and traditional cigarette. HNB cigarettes are basically a tobacco stick, impregnated with a mixture whose composition remains secrete that generate something between smoke and vapor when heated by an electric element. Research and development teams pretend that HNB products provide the throat hit that is sought by smokers when quitting and deliver nicotine as fast as a conventional cigarette. Like electronic cigarette, HNB cigarettes are promoted by their manufacturers as a much safer alternative to smoking than tobacco cigarettes. ![]() In the view of the tobacco lobby, HNB cigarettes provide the advantage of a harm-reduction effort while ensuring a sort of brand portability at a time when brands marketing is muzzled by the Worldwide Health Organization (WHO) with plain packaging. The tobacco industry has realized that the sustainability of combustible cigarettes was compromised t on the long-term and develop a diversified offer. Together with e-cigarettes, HNB cigarettes provide an alternative to combustible cigarettes for smokers who don’t want or can’t stop smoking. This is not vaping… A new form of tobacco impregnated with a secret mixture has been invented to generate smoke without combustion
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