A vision that began in 2016 is slowly taking shape, with PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI), continuing its mission toward a smoke-free future. That year, the company’s CEO declared a bold vision, saying, “Cigarettes belong in a museum.”
Speaking at a recent media dinner, Gijs de Best, president of PMFTC Inc., noted that the statement continues to guide their work.
“What started as an ambitious dream has now become a reality we can see unfolding,” he shared. “In Japan, for example, more than 50 percent of the products consumed are already smoke-free. That kind of progress is truly inspiring.”
De Best explained that many people still think nicotine is the problem. “The real issue lies in burning, in combustion. That’s what produces harmful chemicals,” he emphasized.
He pointed out that better alternatives in the Philippines include heated tobacco and nicotine pouches.
“We have e-tobacco products known as IQOS. It’s a heat-not-burn device, meaning there’s no combustion involved. And with that, IQOS releases about 90 to 95 percent fewer toxic chemicals compared to cigarettes,” he explained.
“These results are scientifically validated by reputable public health institutions across many countries,” he noted. “We also have nicotine pouches—a completely tobacco-free, combustion-free option. You can use it wherever, whenever. It’s convenient, discreet, and modern—everything consumers today look for.”
According to de Best, this is where ZYN comes in.
“ZYN is the world’s number one brand in this category. It’s performing incredibly well in the U.S., growing faster than ever, and now gaining strong traction here in the Philippines too. Consumers are ready, and the response has been very encouraging,” he remarked.
The company introduced its new lineup, the ZYN Refresh, along with a limited edition variant.
“Because ultimately, our mission is clear: to accelerate toward a future where the next generation knows cigarettes only as something found in a museum, not in everyday life,” de Best expressed.
ZYN, PMI’s flagship nicotine pouch brand, announced a new era in the Philippines with the launch of its exclusive limited edition variant, ZYN Bright Green 1.5mg, and redesigned can packaging.
“Nicotine pouches are a core element in our portfolio of science-backed smoke-free products, helping make cigarettes a thing of the past,” de Best explained.
He added that no single smoke-free product can satisfy all adult smokers. “That is why a diverse and scientifically substantiated portfolio is necessary to support people who smoke in their decision to stop smoking cigarettes,” he noted.
ZYN is a smoke-free oral nicotine product that contains nicotine derived from tobacco but without tobacco leaf. It includes food-grade ingredients and does not contain tobacco.
Building on the success of its existing product line, ZYN introduced its first limited edition release in the Philippines, ZYN Bright Green 1.5mg. The new variant delivers a distinctly zesty taste experience, crafted for legal-aged nicotine users seeking refreshing moments.
ZYN’s redesigned can packaging presents a modern and bold aesthetic, which mirrors the brand’s commitment to “celebrate personal rhythms and elevate everyday moments.”
“Being the world’s #1 nicotine pouch brand means ZYN is committed to offering the same dependable quality and experience, time after time. This launch truly elevates the ZYN experience,” de Best shared.
ZYN Bright Green 1.5mg is available exclusively at IQOS stores in Metro Manila and on ZYN.com starting this month.
