Philip Morris Limited (PML) has launched its next-generation heated tobacco system, in a move designed to ignite the switch from combustible to heated tobacco products.
Available to convenience retailers now, the new IQOS Iluma series includes a line-up of three new devices: IQOS Iluma Prime, IQOS Iluma and IQOS Iluma One.
All three devices feature “the same revolutionary technology at their core” but have been designed to address varied preferences and different price points:
- IQOS Iluma One is the most affordable option in the series, with an RSP of £39.
- IQOS Iluma has a mid-range RSP of £69.
- IQOS Iluma Prime is the most enhanced and customisable device and features a price-tag of £109.
Described by PML as a “step change” in heated tobacco innovation, all three of the new IQOS Iluma devices feature a new magnetic heating system which requires no blade and no cleaning.
The new and improved devices have also been designed to replicate the cigarette smoking experience even more closely – but with 95% lower levels of harmful chemicals compared to cigarettes, PML says.
All IQOS Iluma devices use a new range of TEREA tobacco sticks.
Available in nine different tobacco blends, each TEREA stick features an internal stainless-steel element to heat tobacco from within without burning it.
The new IQOS Iluma devices and TEREA sticks will eventually replace the IQOS Original device and its compatible HEETs sticks.
PML Managing Director for UK and Ireland Christian Woolfenden said: “Globally, the heat-not-burn category is on an upward trajectory and PMI’s IQOS products have already helped millions worldwide to switch away from cigarettes. Heated tobacco is also seeing huge momentum in the UK, growing a staggering +400% in the last three years.
“We are now taking our innovation to the next level with IQOS Iluma – revolutionary technology that gives adult smokers more options and represents an important leap forward in our efforts to accelerate the end of smoking.”
TEREA sticks are available now via Heatwave Open and cash & carry and wholesalers across the UK.
Retailers interested in stocking the device should contact the Heatwave Open Support Team on 0333 320 0777 or email heetwave@iqos.co.uk.
