PMI is expanding its smoke-free portfolio across key European travel hubs.

Philip Morris International (PMI) Global Travel Retail (GTR) has strengthened its smoke-free portfolio across key European travel hubs with the launch of VEEV One and VEEV Now Ultra.

Closed-pod vaping system VEEV One is available at airport retail locations including Geneva, Zurich, Frankfurt, Berlin, Warsaw, Krakow, Prague and Athens.

Meanwhile, the company’s latest premium disposable e-vapor device VEEV Now Ultra can be found at the likes of Madrid, Barcelona, Malaga and Belgrade Airports.

Beste Ermaner, Vice President PMI Global Travel Retail said: “PMI GTR continues to lead the way in bringing smoke-free products through best-in-class brand and retail execution. This launch marks a significant milestone in PMI’s multi-category transformation journey.”

PMI GTR, which announced a name change in March, is positioning VEEV in multi-category retail spaces that integrate a variety of products such as heated tobacco, e-vapor and nicotine pouches into the retail experience to offer experiential shopping environments.

Europe has been identified “as offering a unique platform to engage with adult smokers from around the world”, according to the firm.

The multinational tobacco and nicotine alternatives firm’s mission is to replace cigarettes with less harmful, science-backed alternatives.

It has publicly stated an ambition to become a more than two-thirds majority smoke free company by 2030 as part of its plans for a smoke-free future, as it continues to evolve its portfolio to include products outside of tobacco and nicotine.

As of 30 June, its smoke-free skus were available in 97 markets with more than 41 million legal-age consumers using them, according to PMI’s estimates.

The smoke-free business accounted for 41% of the company’s $19.4 billion first-half 2025 total net revenues.

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