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TOBACCO BUSINESS INTERNAT
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MAY/JUNE 2014
1 has been described as a device that uses an
external heat source to heat tobacco instead of
burning it. (There are two other platforms
that are further from commercialization:
Platform 2, previously described as similar
to Platform 1 but utilizing an internal
heat source, and Platform 3, said to create
a nicotine aerosol rather than utilizing any
heating or burning methods.)
The tobacco giant’s initial plans are to
produce HeatSticks in its factories and
outsource the electronics, but as its RRP
technology and processes mature, it plans
to transfer its expertise to its existing
factories for capacity expansion, according
to Herzog. Philip Morris has made note
that it expects profit margins on these
products to be comparable to combustible
cigs over time. More specifically, “Philip
Morris estimates the potential adult smoker
volume base for RRPs could be 30 to 50
billion units of the 1-trillion-unit market,
assuming an adoption rate of three to five
percent,” Herzog states.
Meanwhile, newcomer Mynus Corp
launched a 45-day, crowd-funding campaign
in late March on indiegogo.com to finance
the production of a device that allows
the user to control the amount of smoke
and nicotine inhaled from a conventional
cigarette, as written in a company release.
The California-based company unveiled
the “Ten Disk System,” which creator Kelly
Adamic claims has nothing to do with an
e-cig. He explains that Mynus is a design-
led device that allows users to insert a fresh
cigarette along with one of the ten metering
disks (which control the amount of smoke
and nicotine that is inhaled), giving smokers
the ability to gradually reduce their intake
by changing disks over time.
Also in March, North Carolina-based
