Exploring the Future of Smoke-Free: A Journey with Philip Morris International in Sweden
In the quest for a smoke-free future, Philip Morris International (PMI) has taken a bold step forward with the launch of their nicotine pouches, Zyn. To delve deeper into the possibilities of a smoke-free world, the Guide team recently traveled to Sweden, a nation that has made significant strides in reducing smoking rates. This journey provided an immersive experience into Sweden’s smoke-free advancements and offered us a firsthand look at PMI’s latest innovations.
The Journey Begins: From South Africa to Stockholm
Our journey began with a luxurious departure from South Africa, where PMI spared no effort in ensuring a top-tier media experience. We boarded a Lufthansa flight in business class, setting the tone for the high-end hospitality that would define our trip. Although our 14-hour flight included a layover in Frankfurt—a city whose beauty was somewhat overshadowed by its less-than-welcoming atmosphere—the journey was comfortably uneventful.
Upon arriving in Stockholm, we were greeted by a noticeably warmer and more inviting atmosphere compared to Germany. Our accommodation at the Radisson Blu Waterfront was nothing short of perfect, offering a prime location near Stockholm’s central train station, bustling malls, and a variety of restaurants and tourist attractions.
Stockholm Unveiled: A City with a Rich History and Modern Vision
Stockholm is a city where past and present converge seamlessly. At first glance, it appears to be a quaint town with its historic buildings and an air of understated elegance. Our exploration began with a guided tour led by Patrik Hildingsson, Vice President of Communications and Public Affairs at Swedish Match—a key player in Sweden’s tobacco alternative market.
Swedish Match is renowned for its leadership in the Scandinavian snus market and its status as one of the largest supplier of nicotine pouches. Their commitment to a smoke-free future aligns with our visit’s focus on understanding the role of alternative nicotine products. The company’s vision of a world without cigarettes is deeply embedded in their operations, which span three main segments: Snus and moist snuff, Other tobacco products, and Lights.
Patrik provided us with a walking tour of Gamla Stan, Stockholm’s medieval heart. This area is a treasure trove of history and charm, dating back to the 13th century. Highlights of our tour included:
- Gamla Stan: Europe’s best-preserved medieval city center, with its narrow cobbled streets and vibrant buildings offering a window into Stockholm’s past.
- The Royal Palace: An impressive structure and one of Europe’s largest palaces, serving as the official residence of the Swedish royal family.
- Stortorget Square: The central square of Gamla Stan, historically significant for events like the Stockholm Bloodbath of 1520.
- Nobel Prize Museum: Celebrating the achievements of the world’s most brilliant minds, this museum honors the legacy of the Nobel Prizes.
- Riddarholmen Church: A notable landmark as the final resting place for Swedish royalty.
- Colorful Buildings: The picturesque charm of Gamla Stan is accentuated by its brightly painted facades.
- Shopping and Dining: The area is rich with charming shops, cafes, and restaurants, offering a delightful range of goods and culinary experiences.
- Nightlife: Gamla Stan also boasts a vibrant nightlife scene with cozy bars and pubs perfect for socializing.
The Smoke-Free Mission: Understanding Sweden’s Approach
Sweden’s remarkable success in reducing smoking rates to just 5% is largely attributed to its adoption of snus and other smokeless alternatives. This journey aimed to understand how Sweden has navigated this transition and the role of products like PMI’s Zyn in this ongoing effort.
One of the most compelling aspects of our visit was observing PMI’s and Swedish Match’s approach to engaging with journalists and industry experts. Their openness and willingness to discuss their innovations and goals provided valuable insights into their strategy for a smoke-free world.
A New Chapter: The Future of Smoke-Free
As we reflect on our Swedish adventure, it’s clear that Sweden’s journey towards a smoke-free society offers both inspiration and valuable lessons. The country’s success in significantly reducing smoking rates demonstrates the potential of alternative nicotine products and comprehensive public health strategies. PMI’s Zyn and similar innovations represent a critical step in this journey, aligning with Sweden’s vision and contributing to the global movement towards a smoke-free future.
In our next article, we’ll dive deeper into the specifics of who is Swedish Match, PMI’s Zyn and its role in Sweden’s smoke-free narrative. We’ll also recount our visit to the Match Museum and our factory tour of Swedish Match, exploring the technology behind the product and its impact on the market. Stay tuned as we continue to uncover the future of nicotine and its place in a healthier world
