When it comes to technology, more does not necessarily mean more complicated. For Philip Morris International, the latest addition to its smoke-free portfolio is built around a combination of advanced heating technology, simplicity and choice.

BONDS by IQOS, newly launched in Kuwait, is a compact, all-aluminum tobacco heating device designed for legal-age adult smokers who would otherwise continue to smoke. Its arrival expands PMI’s range of smoke-free alternatives in the market, reflecting the company’s focus on offering different technologies, experiences, tastes and price points.

At the heart of BONDS by IQOS is ROUNDHEAT Technology, which uses resistive external heating to heat specially designed ROUNDHEAT STICKS, known as BLENDS, across their external surface rather than burning them. According to PMI, this produces a nicotine-containing aerosol without ash or cigarette-smoke smell.

For Steven Steven, General Manager of Philip Morris International Kuwait, the thinking behind the launch starts with understanding the people who will use the products.

“Understanding adult consumers and listening to what they expect from alternatives to cigarettes is essential,” he says. “Different people have different preferences, which makes greater choice important.”

That idea of choice is central to BONDS by IQOS. PMI’s approach recognises that there is no single smoke-free alternative designed to meet every adult consumer’s requirements, which is why the company is developing a broader portfolio across different technologies, usage experiences, tastes and price points.

Designed for Simplicity

BONDS by IQOS takes an all-in-one approach, with a lightweight aluminum construction and a low-maintenance design that requires no regular cleaning.

The new-generation device also introduces a larger 3,100 mAh battery, compared with the previous generation’s 2,800 mAh battery, while reducing full charging time from three hours to approximately two. It offers up to three consecutive experiences and has a pre-heating time of approximately 30 seconds.

On a full charge, the device delivers up to 28 experiences with BLENDS sticks, giving users the option to move through multiple experiences before recharging. BONDS by IQOS is designed exclusively for use with ROUNDHEAT STICKS, or BLENDS.

For Steven, however, the technology is only part of the equation. During our conversation around the Kuwait launch, he emphasised the importance of keeping the experience simple.

“I always believe there is no point you have the high technology, but it’s not very reliable and simple,” he says.

That philosophy is reflected in the product’s positioning: advanced heating technology packaged into a device designed to be straightforward and accessible.

A Broader Portfolio

The launch of BONDS by IQOS is also part of PMI’s wider strategy to expand its smoke-free portfolio.

Since 2008, the company says it has invested more than USD 16 billion, as of December 31, 2025, in developing, scientifically substantiating and commercialising smoke-free products for adults who would otherwise continue to smoke, with the stated goal of completely ending cigarette sales. PMI estimates that more than 43 million adults globally used its smoke-free products as of the end of 2025, including more than 35 million IQOS users.

In Kuwait, the introduction of BONDS by IQOS adds another option to that portfolio.

For Steven, that comes back to a simple principle: people have different preferences.

“It’s about giving options to our adult smokers,” he explains. “Because every person is different.”

As consumer expectations continue to evolve, PMI’s challenge is to keep listening and developing products around those changing expectations. BONDS by IQOS represents one response, combining a new heating technology, a compact design and a broader range of choice within the company’s smoke-free portfolio.

Important information: BONDS by IQOS is not risk-free and provides nicotine, which is addictive. PMI states that the best thing smokers can do is quit tobacco and nicotine altogether. The product is intended for adults who would otherwise continue to smoke or use other nicotine-containing products.