IQOS ILUMA, most advanced heated tobacco technology, launched in the Philippines


The local affiliate of Philip Morris International (PMI) announced on October 3, 2023 the launch of the next-level tobacco innovation IQOS ILUMA in the Philippines. 

It is the most advanced heated tobacco technology for adult smokers, who would otherwise continue to smoke, to switch away from cigarettes, according to PMFTC Inc., the business combination between PMI and the Lucio Tan Group.

IQOS ILUMA uses the new Smartcore Induction System to heat tobacco from within the TEREA Smartcore sticks.  IQOS ILUMA unlocks the taste of real tobacco without any smoke, ash and with less smell than cigarettes. 

The bladeless system does not require cleaning after use, which creates a more effortless experience compared to previous IQOS devices.  IQOS ILUMA also features an auto-start function that detects when the TEREA stick is inserted and automatically turns on the device. 

“The new IQOS ILUMA is the latest generation of IQOS devices and a new addition to our smoke-free products portfolio. It exemplifies PMI’s commitment to scientific research and development to continuously progress and find better alternatives for adults who would otherwise continue to smoke or use other nicotine-containing products,” said PMFTC President Denis Gorkun.

“IQOS ILUMA, our most innovative device yet, gives adult smokers a better choice and represents an important leap forward in our efforts to accelerate the end of smoking,” Gorkun said.

PMFTC’s smoke-free products head Zulal Roessli said “PMI’s market research indicates that IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.” The study was conducted in Italy and Japan with a total of 714 IQOS users from November 2020 to March 2021.

“Through continuous innovation, we want to ensure that a growing number of smokers switch and abandon cigarettes; and that those who have switched do not revert to cigarettes,” said Roessli.

IQOS ILUMA is available for purchase at the IQOS store Bonifacio High Street in BGC, Taguig City starting October 3, 2023. It will be available in other IQOS stores nationwide as well as at on October 11, 2023.

The company launched IQOS in the Philippines in June 2020 and has so far switched 75,000 Filipino smokers away from cigarettes in its vision to deliver a smoke-free Philippines.

In November 2022, PMFTC introduced its more affordable device called BONDS by IQOS.

IQOS and BONDS by IQOS devices are specifically used with specially designed tobacco sticks called HEETS and BLENDS, respectively. Both products do not burn tobacco. They generate smoke-free aerosol instead of smoke.

These devices heat tobacco just enough to release a nicotine-containing aerosol without burning the tobacco. Because tobacco is heated and not burned, there is no smoke, and the levels of harmful and potentially harmful chemicals in the generated aerosols are significantly reduced compared to cigarette smoke.

An independent study found that heated tobacco has accelerated the decline in cigarette sales in Japan.  Data show that after the introduction of heated tobacco in Japan in late 2014, combustible tobacco sales registered 9.5 percent in average annual decline from 2015 to 2018. 

This provides countries such as the Philippines an opportunity to help millions of smokers who would otherwise continue to smoke if not given an effective alternative.

PMFTC would also soon launch ZYN—an oral nicotine delivery product that is completely smoke-free. ZYN is the best-selling nicotine pouch in the United States and is manufactured by recent-PMI acquisition Swedish Match.

Gorkun said PMI is working to deliver a smoke free future with the goal of completely eliminating cigarette consumption.

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