• The IQOS ILUMA i device is the latest and most innovative addition to PMI’s portfolio of non-combustible products.
• With the new device, the company aims to accelerate the realization of the vision of a future without tobacco smoke, by eliminating cigarettes as quickly as possible.
• The most advanced IQOS ever: interactive, innovative and personalized for an enhanced user experience
Philip Morris International (PMI) launched IQOS ILUMA i in Serbia as well. This device is the latest and most innovative addition to the company’s growing portfolio of smokeless products aimed at adult users who would otherwise continue to smoke or use other nicotine products. Today, this range of better alternatives to cigarettes includes multiple generations of IQOS, the number 1 tobacco heating system globally.
At the event where this latest product was presented, the company’s general manager for Southeast Europe, Aleksandar Jakovljević, revealed why the Serbian market is highly positioned in the company’s strategy.
“Exactly eight years ago, Serbia was among the few markets in the world where PMI launched IQOS. At that time, the company correctly estimated that adult smokers in Serbia would be open to innovation and would well accept a new, revolutionary product – which will forever change tobacco consumption – and positively affect millions of adult smokers and people in their environment. For more than a decade, we have been tirelessly working on the development and scientific evaluation of smokeless products in order to provide adult smokers with better alternatives, based on science and technology, the users have responded to it with understanding, acceptance and trust. That is why the number of adult users who have made this better choice is constantly increasing and that is why IQOS is the number one brand for heating tobacco. Today, we are raising IQOS to new heights, with the launch of IQOS ILUMA i, a device that offers a series of advanced functions for a clean, flawless and more flexible experience,” said Aleksandar Jakovljević.
Features of IQOS ILUMA i device series
- IQOS ILUMA i comes in two different variants, IQOS ILUMA i PRIME and IQOS ILUMA i.
- Both versions of the device bring a number of new advanced features. IQOS ILUMA i, like the previous version, already provides an experience that is pure and pleasant thanks to the SMARTCORE INDUCTION SYSTEM (TM) bladeless tobacco heating technology and is available in different designs to meet different consumer preferences.
- IQOS devices emit on average 95% lower levels of harmful substances compared to cigarettes.
The touch screen on the device holder allows users to quickly and easily see relevant information about consumption. In order to personalize the user experience, IQOS ILUMA i introduces a new mode – Pause Mode. By swiping up or down on the touchscreen, users can pause use for up to eight minutes and resume their smokeless moment where they left off. The new device also includes a FlexBattery feature that allows the user to choose how the holder’s battery will be used via the IQOS app. In performance mode, it allows up to 3 consecutive uses without a break or 2 consecutive uses with a break. Adult users of tobacco and nicotine products who want additional information about IQOS ILUMA i and the device, its features and additional important information can find it on the IQOS website.
Philip Morris International (PMI) is a leading international tobacco company that is actively working to create a smoke-free future and is developing its product range to include products outside the tobacco and nicotine sectors in the long term. The company’s current product range mainly consists of cigarettes and smokeless products. Since 2008, PMI has invested more than $14 billion in the development, scientific validation and marketing of innovative smoke-free products for adult users who would otherwise continue to smoke, with the goal of eliminating cigarette sales altogether. This includes the development of world-class scientific evaluation capacity, particularly in the areas of preclinical systematic toxicology, clinical and behavioral research, and postmarketing studies. In 2022, PMI acquired the Swedish company Swedish Match – the leader in nicotine products for oral use – and thus became the global leader in the category of smokeless products led by the IQOS and ZYN brands. After a thorough scientific review, the US Food and Drug Administration (FDA) approved the placing on the US market of Swedish Match’s General snus and ZYN nicotine pouches, as well as versions of PMI’s IQOS devices and tobacco cartridges – making it the first such approval in these product categories. Versions of the IQOS device and tobacco cartridges, as well as General snus, also received the first approvals from the FDA to be classified as modified-risk tobacco products. As of December 31, 2024, PMI’s smoke-free products are sold in 95 markets, and PMI estimates that 38.6 million adults worldwide use PMI’s smoke-free products. Smokeless products accounted for about 39% of PMI’s total net revenue in 2024. Based on a solid foundation and significant scientific expertise, PMI has a long-term ambition to enter the field of wellness and health care with the aim of improving life by providing a seamless healthcare experience. For more information, visit www.pmi.com and www.pmiscience.com.
Photos: Live Production