Philip Morris pivots to smoke-free products and expands UK leadership

Philip Morris International is undergoing a strategic transition from combustible cigarettes to smoke-free alternatives, including its IQOS heated-tobacco platform and ZYN nicotine pouches. The company aims to generate two-thirds of its revenue from smoke-free products by 2030.

To support this transition in the United Kingdom and Ireland, Philip Morris Limited has appointed Bahar Demirci as the new senior director of smoke-free products. Demirci, who previously held global leadership roles within the company, will oversee brand strategies and retail channel expansion to align with the UK’s smoke-free ambitions.

Financially, Philip Morris has maintained a dividend growth trajectory for seventeen consecutive years. For 2025, the company raised its quarterly dividend to $1.35 per share, resulting in an annualized payout of $5.40. The company reported over $10 billion in free cash flow on a trailing-twelve-month basis.