Philip Morris International's reduced-harm products have been marketed since June 30, 2021 in 67 markets, notably in Réunion where the electronic heated tobacco device was launched in June 2018. Karim Atallah, who has just been appointed general manager of the Indian Ocean Islands of Philip Morris International (SMEs), will locally implement this major transformation of the famous cigarette brand.
Philip Morris International (SMEs) initiated an unprecedented transformation, with the radical ambition of a smoke-free world, so without cigarettes. Thanks to scientific progress and new technologies, PMI has developed a whole range of products with reduced harmfulness which allow tobacco to be heated without burning it., thus offering a better choice than cigarettes to adult smokers. In this context, PMI has developed a comprehensive scientific evaluation program, inspired by the rigorous methodologies of the pharmaceutical industry to ensure that this new generation of smoke-free products are tested and proven according to the standards relating to regulatory requirements. " Today, there are still more than a billion smokers in the world, more than 11 million in France and more than 150,000 in Reunion. No one should start smoking, and every smoker should take part in a cessation process. In other words, prevention and cessation are the priority pillars of public health policies. However, there are many reasons why people stop or continue smoking. The answers to be provided must therefore be plural. Our challenge is to offer them, through our non-combustion products such as heating tobacco, alternatives whose reduced harmfulness is scientifically demonstrated. We estimate that around the world 20 million people have already switched to this alternative and stopped smoking” explains the new general manager of Philip Morris Réunion, Karim Atallah.
Karim Attalah, a “transformation adventurer”
Chez Philip Morris, we speak of the “adventure of transformation” to describe the in-depth transformation strategy of the global group. Belgian-Canadian, originally from Lebanon, Karim Atallah is one of the young leaders who today embodies this change within Philip Morris France. He has held various positions in different markets within PMI since joining the company, eight years ago now. With a good knowledge of the tobacco industry and extensive international experience, he played a key role in the transformation of Philip Morris International within the Travel retail department, by successfully launching reduced risk products in international airports, tels Dubai Airport, and by developing their presence in airports in Europe and South and Central America. “I look forward to being able to work with the team to make our contribution to building a smoke-free society in Reunion Island.. This objective will be achieved through the successful deployment of our products with reduced harmfulness” explains Karim Atallah. “Every adult smoker must know that it is above all the act of burning tobacco, and not nicotine, which is the primary cause of smoking-related diseases. Smoke-free products, eliminate combustion, and heat the tobacco instead of burning. For this reason, they do not produce smoke, thus significantly reducing the formation and exposure to harmful residues compared to those from cigarette smoke. That said, their use is not completely risk-free, to the extent that they also contain nicotine which is addictive” underlines Karim Attalah.
