Cigarettes built an empire—but now, the empire wants them gone. Philip Morris International U.S. is pouring billions into a future without smoke, even as millions of Americans still light up every day. On Breaking Battlegrounds, J.B. Simko breaks down what this smoke-free revolution means, how it could transform public health, and why parents and educators need to play a frontline role in keeping nicotine away from kids.

In this episode of Breaking Battlegrounds, hosts Chuck Warren and Sam Stone sit down with J.B. Simko, Chief Civil Society and Underage Prevention Officer at Philip Morris International U.S. (PMI-US). The conversation dives into PMI’s mission to reduce reliance on cigarettes by offering smoke-free alternatives—while also tackling the urgent issue of preventing underage access to nicotine.

Simko explains that PMI-US is not the cigarette company most Americans think of when they hear “Philip Morris.” Until 2022, PMI operated largely outside of the U.S., but after acquiring Swedish Match—the maker of Zyn nicotine pouches—the company entered the American market with products that deliver nicotine without burning tobacco.

The difference, Simko emphasizes, lies in combustion. Burning tobacco produces thousands of harmful chemicals and is the leading driver of smoking-related disease. Smoke-free options like Zyn pouches and IQOS heated tobacco devices—both authorized by the FDA—avoid this process, making them a better alternative for adult smokers who would otherwise continue with cigarettes.

Despite the decline in visible smoking in public spaces, more than 28 million Americans still smoke regularly. Combustible cigarettes continue to dominate retail sales, accounting for 72% of the market. For PMI-US, that’s proof the problem isn’t solved—and that smoke-free products have a vital role to play.

At the same time, Simko stresses the company’s responsibility to prevent underage use. Federal law sets 21 as the minimum purchase age, and PMI-US is focused on ensuring compliance at the retail level. Parents, teachers, and community leaders, he notes, are equally important in reinforcing the message that nicotine products are strictly for adults.

For J.B. Simko and PMI-US, the mission is clear: help adult smokers switch to better alternatives, while keeping nicotine out of the hands of kids. It’s a two-front fight—and one they believe could mark the beginning of the end for cigarettes.

Transcript

**Sam Stone: **Welcome back to Breaking Battlegrounds with us, Chuck Warren. I'm Sam Stone. Our next guest on the line today, a bit of a different guest and a different story, but we are always looking here at this program for people who are doing interesting and valuable things that maybe aren't receiving the coverage they should. And that's the reason we're bringing on J.B. Simko. He is a Philip Morris International US's Chief Civil Society and Underage prevention officer here to talk about how PMI-US is launching a campaign to prevent underage access to their products. So fantastic program. Thank you so much for joining us. J.B. Simko, welcome to the program.

J.B. Simko: Thanks Sam and thanks Chuck. It's great to be with you.

**Sam Stone: **So tell us a little bit, I think there may be some confusion out there. You work for Philip Morris International U.S., which isn't necessarily the Philip Morris people might be thinking it is.

**J.B. Simko: **That's exactly right, Sam. Philmore's International U.S., we're a U.S. company, but until 2022, all of our business was actually outside of the U.S. In 2022, we acquired a company called Swedish Match, which makes a nicotine pouch called Zyn, and that's our primary product here in the US. But we are focused on what we call smoke-free products, products that don't burn tobacco and replacing cigarettes.

With these products which are better choice than continued smoking so in the U.S. we don't sell cigarettes the Philip Morris that you typically would think of is actually now one of our top competitors. And internationally we are phasing out our cigarettes. So we are now up to 42% of our total revenues are from the smoke-free products. Primarily a heated tobacco product internationally called IQOS in the U.S. it's called zyn. And in the next five years we project that smoke-free products will be nearly two-thirds of our total revenue so the change is happening.

**Sam Stone: **And what is the advantage? I mean, first off, look, one of my best friends is a firefighter. I think you have you are a hero to firefighters everywhere for those in Zyn pouches because it's gotten them off of something that that actually hinders their job. But they're still having that enjoyment. But tell us real quick about what are the benefits to switching to a smokeless? Because you kind of hear different approach to consuming tobacco because you hear different things out there. And I think especially At this time, people are very uncertain about what is good medical advice and what isn't.

**J.B. Simko: **Right. Well, first, I'm not a doctor, so I'm not going to give you medical advice, but we do a ton of science on these products. And these are actually the only authorized nicotine pouch in the U.S. by the FDA is zyn. The only authorized heated tobacco product by the FDA in the U.S. is IQOS. And so we do we do have a significant amount of science on these on these products pursuant to that authorization.

One of the issues is that people think the smoking problem is solved you know we don't see smoking in bars and restaurants and at events and so people think that no one smokes anymore when in fact there's still tens of millions of people in the U.S. approximately 28.3 million still smoking cigarettes regularly and there's confusion about what these new products are.

The primary driver of smoking related disease is burning. It's the combustion and the smoke that's produced through combustion. The products that we're focused on, smoke-free products, don't burn tobacco. And that's the real benefit is that you're reducing your exposure to thousands of harmful and potentially harmful chemicals in the smoke.

These are products are still a bit addictive but there are much better alternative for uh... somebody who's continuing to smoke.

**Chuck Warren: **It's amazing. I was at a convenience store the other day. Well, it happens all the time you get behind someone They're usually buying a pack of cigarettes and they all complain about the nine or ten dollars It cost for a pack right and they're still buying it and they're still buying it I mean, that's it. They'll complain all the way out the door smoking it. It's been fascinating to see so it's interesting. Seeing you folks put these smokeless products on the market. How can parents and teachers and people who work with youth groups help you in this campaign?

**J.B. Simko: **Well thanks for asking. You know in terms of parents and of course you know I'm a parent I've got three daughters who we've grown up all along I think one of the most important things is just having open conversations being transparent about who these products are for and who they're not for and ultimately the law is clear the federal law is that the minimum age is twenty one.

And these products are intended for adults twenty one and above who use tobacco and nicotine and they're not for anyone under that age. So those are you know I think there's a lot of education that that's happening and it's very important that we all remain vigilant in keeping these products of the kids. The retail store I mean you know again that's where smoking continues to be the problem I checked the most recent analyst reports last quarter and one of the analysts we're showing that 72% of retail revenue continues to be combustible cigarettes.

So nearly three out of every four dollars at retail are still spent on cigarettes so there is a real need and role for these products for adults but you know we've got to keep a lot of the hands of kids because that's really they go together if it is a two-part approach and that's that that's a key.

**Chuck Warren: **Well, Sam and JB, that explains when you go to any convenience store gas station, the whole row wall behind the checkout counter is cigarettes, basically cigarettes. It's fascinating. Fascinating.

**J.B. Simko: **Yeah, you've got a lot of vapor back there too. We're hopeful that the FDA is starting to authorize these products and move faster. And so we're very encouraged by that. And we are, as I said, we're the only authorized nicotine pouch with zyn right now, but we hope we need to have a workable process and we need to see that back wall. And we need to see those controls on that back wall with better options than combustible cigarettes.

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