//In-market study demonstrates PULZE and iD can help make a meaningful contribution to tobacco harm reduction

To date, Imperial Brands has performed a wealth of scientific studies substantiating the tobacco harm reduction (THR) potential of our next generation products (NGP) relative to cigarettes.

Certain studies are required by regulators to launch products, but as a responsible manufacturer we’re actively choosing to go beyond routine testing.

Why?

We believe a meaningful contribution to tobacco harm reduction means going beyond simply performing ‘science for compliance’. As consumer preferences, NGP innovation and the THR debate itself continue to all evolve at pace, the accompanying research must too.

So, while we continue to substantiate our NGP across all stages of our scientific assessment framework, we’re also conducting a series of novel in-market studies intended to help demonstrate their real-world effectiveness.

The first focuses on our heated tobacco system – PULZE & iD – in the Czech Republic.

Our behavioural scientists tracked adult smoker participants, all of whom had no intention to quit at the study’s onset, to understand how they used our products in their daily lives to help cut down – or even entirely replace – their cigarette usage over time.

What did we find?

That PULZE & iD has clear potential to help adult smokers either substantially reduce, or completely stop, using cigarettes.

The video below brings our study – and its encouraging results – to life.

Follow us on LinkedIn and read more about our intentions to help create potentially healthier futures for our consumers on our corporate website. You are free to share this content with credit to Imperial Brands under a Creative Commons Attribution-NoDerivatives 4.0 International (CC BY-ND 4.0) license.