The cigarette industry in the UK has recently taken a massive hit after branding on packaging was banned and ten packets and menthol cigarettes following suit over the next few years. But now it looks like things could be getting even worse for cigarette smokers in this country following the announcement today from US tobacco giant Philip Morris International.

Images VIA 

PMI owns Benson & Hedges and Marlboro and they’ve just declared that they’re looking to quit selling conventional cigarettes altogether and instead encourage people to start smoking their new IQOS smokeless cigarettes. Bold.

The IQOS cigarette heats tobacco to produce vapour without burning it. That means you’ll still get the same nicotine rush, but 90% less of the harmful toxins that enter your body when you smoke a regular cigarette.

Apparently initial trials demonstrated that the new cigarette had a similar effect on the body to quitting smoking, although these are yet to be independently verified. Philip Morris International have spent $2billion developing this technology, so you know it’s going to be pretty good when it comes down to it.

The cigarette will cost £45 initially and tobacco sticks will cost £8 – it will also need to be charged regularly via a battery pack. That sounds fairly reasonable – depending how long the sticks last of course – although I can see it being a nightmare for anyone who regularly loses stuff. Uh oh.

Their new boss Andre Calantzopoulos had the following to say about it:

I believe there will come a moment in time where I would say we have sufficient adoption of these alternative products… to start envisaging, together with governments, a phase-out period for cigarettes.

I hope this time will come soon.

Doesn’t look too good if you enjoy a regular cigarette eh? Like I’ve said before though, everyone knows how bad smoking is for you and if this new method is similar without the health problems, then I suppose it’s for the best. A lot of people are going to absolutely hate it to begin with of course – maybe they’ll eventually thank PMI when they don’t die a young death from lung cancer though.

If you need a head start on them, here’s five reasons why you should quit smoking straight away. Be sensible.