We can

We want to Unsmoke Canada.

If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change. 

Chances are, you or someone you know smokes cigarettes and you want to do something about it. 

That’s why RBH is leading the Unsmoke conversation to provide smoke-free alternatives to Canadians who choose not to quit.

At RBH, a smoke-free future means we want to stop selling cigarettes by 2035. 

For change like this to happen, we need governments, consumers, and society all to play a role. We can’t Unsmoke Canada alone. We need you.

Our Technology

Technology can Unsmoke Canada.

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Technology can Unsmoke Canada

Our technology provides a better choice.

Technology could mean the end of cigarettes. Since 2008, Philip Morris International (PMI), of which RBH is a subsidiary, has invested more than $4.5 billion (USD), and employed more than 400 world-class scientists, engineers, and technicians to create a range of new smoke-free alternatives to cigarettes.* 

These alternatives are not meant for non-smokers. They are not risk-free and contain nicotine, which is addictive. 

But a number of these products, such as those based on heating tobacco or vaping nicotine, are better alternatives to smoking cigarettes.

Let’s be blunt. The best choice is to abstain from all forms of tobacco and nicotine entirely.

But some Canadians will choose not to quit. In fact, around the globe, the World Health Organization (WHO) expects more than 1 billon people will still be smoking in 2025**—that’s about the same number of people smoking cigarettes today. If these people won’t quit, they should change to a better alternative to smoking.

Contrary to popular opinion, it is not tobacco that is the primary cause of smoking-related diseases. Nor is it the nicotine. Neither is safe nor risk-free. But the main health risks from cigarettes come from the burning and inhaling of the smoke. The big problem is the smoke – and the smoke comes from burning.

After years of research and development, PMI found a way to heat tobacco and release an aerosol without burning anything. This is the key.

Heating tobacco creates no smoke nor ash. Its aerosol, while not risk-free, still delivers the nicotine, tobacco taste and ritual that smokers seek. 

This can help them to replace cigarettes with a better alternative. 

At RBH, we are continually expanding our portfolio of smoke-free alternatives. We want Canadian smokers who do not want to quit to have the best options and the latest technology.


**Source: PMI financials or estimates, IQOS user panels, and PMI Market Research.