IQOS ILUMA’s launch to expedite end of smoking in PH – PMFTC exec

IQOS ILUMA, the next-level heated tobacco device from Philip Morris International. Contributed photo

MANILA, Philippines — The introduction of IQOS ILUMA will accelerate the end of smoking in the Philippines, according to the top executive of PMFTC Inc., the local affiliate of Philip Morris International (PMI).

IQOS ILUMA is the most innovative heated tobacco technology in the market today, PMFTC Inc. noted.

“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,” PMFTC President Denis Gorkun said in a statement Tuesday.

READ: Vape Law a win for public health, opens door to science-based innovation — PMFTC exec

PMFTC will launch in the Philippines IQOS ILUMA, which uses induction technology instead of heated blade which is found on the early version, on October 3, 2023, to provide adult Filipino smokers a better choice.

“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 PMFTC’s smoke-free products head Zulal Roessli.

The new IQOS ILUMA is the latest generation of IQOS devices and a new addition to PMI’s smoke-free products portfolio, according to Gorkun.

Gorkun said it shows 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.

READ: Change for smokers is here — PMFTC

Unlike the previous version, IQOS ILUMA uses the Smartcore Induction System to heat tobacco sticks called TEREA. IQOS ILUMA releases the taste of real tobacco without any smoke, ash and with less smell than cigarettes.

Its bladeless system does not require cleaning after use because the TEREA tobacco sticks are closed on both sides, preventing tobacco from falling out. This ensures that no tobacco residue is left behind.

Consumers line up outside the IQOS store in Bonifacio Global City, Taguig to get their hands on IQOS ILUMA, the next-level heated tobacco device from Philip Morris International (PMI) that started exclusively selling today at the BGC High Street outlet. Contributed photo

IQOS ILUMA also features an auto-start function that detects when the TEREA stick is inserted and automatically turns on the device.

Roessli said, “PMI’s market research indicates that IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.” This was based on a study conducted in Italy and Japan among 714 IQOS users from November 2020 to March 2021.

READ: Over 75,000 PH adult smokers quit cigarettes for IQOS

Earlier, Gorkun announced PMFTC would also soon launch ZYN – an oral nicotine delivery product that is completely smoke-free – following PMI’s recent acquisition of ZYN manufacturer Swedish Match. He said PMI is working to deliver a smoke free future with the goal of completely eliminating cigarette consumption.

The company reported last August that since the introduction of IQOS in the Philippines 2020, around 75,000 Filipino smokers has so far switched away from cigarettes.

The first generation IQOS was launched in the Philippines in June 2020 followed by a more affordable device called BONDS by IQOS in November 2022 along with their specially designed tobacco sticks called HEETS and BLENDS.

READ: PMI expands range of heated tobacco products in PH

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

All devices including the new IQOS ILUMA heat tobacco to release a nicotine-containing aerosol without burning the tobacco, hence there is no smoke. They generate smoke-free aerosol instead with significantly less harmful and potentially harmful chemicals compared to cigarette smoke.