• Award-winning chef Josh Katz, has teamed up with Philip Morris Ltd, makers of IQOS, to produce a range of recipes showing the additional ingredients needed to create the same festive dishes for an adult smoker compared to a non-smoker

• Range is designed to highlight extra quantities of salt, sugar, fat, spice etc, needed to satisfy smokers’ tastebuds (hint…it’s a lot!)

• With research highlighting the association between smoking and the risks of impairing both taste and smell , Josh Katz’s ‘Sense-Less Recipes’ are aimed at encouraging adult smokers to abandon cigarettes for good

Renowned and award-winning chef Josh Katz has teamed up with Philip Morris Limited (PML), the makers of IQOS - a smoke-free alternative to cigarettes - to produce a range of specially created recipes that demonstrate how smoking risks impairing both taste and smell (in addition to the other well-known health risks), to encourage adult smokers to abandon cigarettes for good.

The ‘Sense-Less Recipe’ range by Josh Katz are available at www.chefjoshkatz.com

https://tinyurl.com/Sense-Less-Recipes-Video

https://tinyurl.com/HIGH-RES-IMAGES-HERE

With each recipe, Josh has provided additional ingredients to help adult smokers understand, and detect, the tastes and smells that may be diminished because of the harms caused by smoking – comparing these to non-smokers that are able to enjoy a simpler recipe.

A large body of evidence exists describing the adverse health effects of continued smoking, including the association between smell and taste and the risks of impairment in both senses caused by smoking .

Josh Katz says: “I’ve always been exposed to diverse cuisines and cultures and in my restaurants, I’ve tried to bring those influences alive for everyone, including adult smokers who, from my experience, taste food differently to non-smokers. I’ve teamed up with Philip Morris Ltd to create ten dishes, adding additional ingredients to highlight the differences in taste.”

Josh has spent years tailoring his recipes for adult smokers, which led him to understand combustion better and how some ingredients taste better cooked in low-heat or as they were originally intended, without using flame or fire which may alter the taste.

Katz added: “I’ve used a range of techniques to create these recipes, including low-temperature cooking, to illustrate that you can still get pleasure from some ingredients without flame or fire, which also removes the risk of burning your festive dishes.”

The Boxing Day leftovers sandwich is a festive classic and one of ten recipes available. To cater for an adult smoker, Josh added more salt (4g), more Cranberry sauce (40g) and extra chilli flakes, compared to the recipe for non-smokers. Across all the ten recipes, Josh added an extra 67g of salt and 18g of sugar - in addition to other ingredients - to the adult smoker recipes compared to the non-smoker recipes.

Bryson Thornton is a Global Communications Director at Philip Morris International (PMI), which is on a mission to replace cigarettes with better alternatives, like IQOS – the UK’s number one heat-not-burn product . He said:

“This partnership between PML and Josh Katz provides an opportunity to illustrate the harms caused by smoking. The best choice any adult smoker can make is to quit tobacco and nicotine products completely. For those that don’t, switching to smoke-free alternatives like e-cigarettes and heat-not-burn products, which do not rely on the principle of burning tobacco, is a better choice than continued smoking.”

ENDS

Media contact:

For more information, please contact Stonebridge PR:

Number: 07950 315411

E-mail: holly@stonebridgepr.com

Philip Morris International: Delivering a Smoke-Free Future

Philip Morris International (PMI) is a leading international tobacco company working to deliver a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, vapor and oral nicotine products which are sold in markets outside the U.S. Since 2008, PMI has invested more than USD 9 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. The U.S. Food and Drug Administration (FDA) has authorized the marketing of versions of PMI’s IQOS Platform 1 devices and consumables as a Modified Risk Tobacco Products

(MRTPs), finding that an exposure modification orders for these products are appropriate to promote the public health. As of September 30, 2022, excluding Russia and Ukraine, PMI's smoke-free products are available for sale in 70 markets, and PMI estimates that approximately 13.5 million adults around the world had already switched to IQOS and stopped smoking. With a strong foundation and significant expertise in life sciences, in February 2021, PMI announced its ambition to expand into wellness and healthcare areas and deliver innovative products and solutions that aim to address unmet consumer and patient needs.

For more information, please visit www.pmi.com and www.pmiscience.com.

Images

Tags

More Like This

Philip Morris International Marks a Decade of IQOS—a Milestone in the Journey to a Smoke-Free Future

Philip Morris International Launches New IQOS ILUMA i in Japan to Accelerate the Achievement of a Smoke-Free Future

Philip Morris International Submits Applications to Commercialize IQOS ILUMA Tobacco Heating System to U.S. Food and Drug Administration

IQOS Collaborates with Italian Design Brand SELETTI: Introducing the 'Curious X: Sensorium Piazza' at Milan Design Week

Philip Morris International CEO Jacek Olczak Addresses Emerging Global Divide in Regulatory Approaches to Consumer Innovation

Governments Need to Keep up with Innovative Breakthroughs to Benefit Public Health, Reveals International Survey Commissioned by PMI

Multinational Survey by Philip Morris International Demonstrates Need for Greater Collaboration to Advance Innovation

Philip Morris International Releases Integrated Report Detailing Progress Towards Its Smoke-Free Vision