New IQOS Launched
Philip Morris International has launched a new version of its heated tobacco product, the IQOS ILUMA, in Japan
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by Dave Cross
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PMI says the launch of IQOS ILUMA is “the latest and most innovative addition” to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. The new IQOS ILUMA becomes the brand’s first tobacco-heating system to introduce induction-heating technology, which utilizes no blade and requires no cleaning.
PMI CEO Jacek Olczak said: “Our objective is a world without cigarettes; a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking. We have launched several generations of our IQOS heated tobacco system; expanding our portfolio to offer constantly improved, science-backed solutions that take advantage of advancements in technology and address pain points heard from consumers. This commitment to continuous innovation plays a significant role in our ambition to deliver a smoke-free future. The launch of IQOS ILUMA, our most innovative device yet, gives adult smokers another better choice and represents an important leap forward in our efforts to accelerate the end of smoking.”
The IQOS ILUMA series offers two devices in Japan: IQOS ILUMA PRIME and IQOS ILUMA. Both devices use new induction-heating technology but offer different designs to allow adult users to select the device that best suits their needs and preferences.
The innovative heating technology in these devices is the SMARTCORE INDUCTION SYSTEMTM that heats the tobacco from within the new TEREA SMARTCORE STICKTM. These newly designed sticks are to be used only with IQOS ILUMA, which features an auto-start function that detects when the TEREATM stick is inserted and automatically turns on the device. These bladeless devices offer a cleaner way to heat tobacco from the core, without burning it, to provide a more consistent experience, no tobacco residue, and no need to clean the device. Additionally, they generate no combustion and no smoke, and PMI’s market research indicates that IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.
Michele Cattoni, the Vice President Heated Tobacco Platforms at PMI added: “IQOS ILUMA is our most innovative offering to-date and the new flagship in our portfolio of science-backed, smoke-free products. Its breakthrough induction-heating technology heats tobacco from within, without burning, so there’s no smoke, no ash and, like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes.
“However, unlike our previous tobacco-heating systems, IQOS ILUMA has no blade. That means no tobacco residue or cleaning—ever. With this, and other product features, we aim to address consumer pain points that may have hindered some adult smokers from beginning or maintaining their journey away from cigarettes in the past.”
PMI has not announced if its new technology will be introduced to the UK where heated products have struggled to gain a foothold by a thriving vape sector.
Dave Cross
Journalist at POTVDave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.
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