Philip Morris South Africa (PMSA) today announced the launch of IQOS ILUMA, the latest and most innovative addition to the brand’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke cigarettes or use nicotine products.
As the first country in Sub-Saharan Africa (SSA) to receive this device, PMSA’s Vice President Sub-Saharan Africa Branislav Bibic is confident that now is South Africa’s time to embrace a smoke-free future with the launch of IQOS ILUMA. “While the best option for anyone is to quit tobacco and nicotine products completely, the reality is that many don’t,” said Bibic. “This is why we offer alternative products to adult smokers that are a better choice than continued smoking, such as IQOS ILUMA, which provides real tobacco taste and satisfaction.
Philip Morris South Africa (PMSA) today announced the launch of IQOS ILUMA, the latest and most innovative addition to the brand’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke cigarettes or use nicotine products.
As the first country in Sub-Saharan Africa (SSA) to receive this device, PMSA’s Vice President Sub-Saharan Africa Branislav Bibic is confident that now is South Africa’s time to embrace a smoke-free future with the launch of IQOS ILUMA. “While the best option for anyone is to quit tobacco and nicotine products completely, the reality is that many don’t,” said Bibic. “This is why we offer alternative products to adult smokers that are a better choice than continued smoking, such as IQOS ILUMA, which provides real tobacco taste and satisfaction.
Philip Morris South Africa (PMSA) today announced the launch of IQOS ILUMA, the latest and most innovative addition to the brand’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke cigarettes or use nicotine products.
As the first country in Sub-Saharan Africa (SSA) to receive this device, PMSA’s Vice President Sub-Saharan Africa Branislav Bibic is confident that now is South Africa’s time to embrace a smoke-free future with the launch of IQOS ILUMA. “While the best option for anyone is to quit tobacco and nicotine products completely, the reality is that many don’t,” said Bibic. “This is why we offer alternative products to adult smokers that are a better choice than continued smoking, such as IQOS ILUMA, which provides real tobacco taste and satisfaction.
According to Bibic, the launch of IQOS ILUMA, Philip Morris International’s (PMIs) most innovative device yet, gives adult smokers another better choice to continued smoking and represents an important leap forward to accelerate the end of smoking. The innovative heating technology in these devices is the SMARTCORE INDUCTION SYSTEM™ that heats the tobacco from within the new TEREA SMARTCORE STICK™. These newly designed sticks are to be used only with IQOS ILUMA[1], which features an auto-start function that detects when the TEREA™ 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.
Today, the PMI range of better and satisfying cigarette alternatives includes multiple generations of the IQOS tobacco-heating system, the most popular heated tobacco product in the world[2]. Uniquely, the new IQOS ILUMA is the brand’s first tobacco-heating system to introduce induction-heating technology, which uses no blade and requires no cleaning.
There is always anticipation around innovation and the introduction of new and less harmful products that eliminate combustion. This is why Bibic says PMSA was excited to launch the new IQOS ILUMA device in South Africa. “Our objective is a world without cigarettes, where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking,” said Bibic. “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 consumer pain points. This commitment to continuous innovation plays a significant role in our ambition to deliver a smoke-free future.”
Philip Morris International: Delivering a Smoke-Free Future
Philip Morris International (PMI) is a leading international tobacco company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products. Since 2008, PMI has invested $12.5 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioural research, as well as post-market studies. In 2022, PMI acquired Swedish Match – a leader in oral nicotine delivery – creating a global smoke-free champion led by the companies’ IQOS and ZYN brands. PMI ships versions of its IQOS Platform 1 device and consumables to Altria Group, Inc. for sale under license in the U.S., where these products have received marketing authorizations from the U.S. Food and Drug Administration (FDA) under the premarket tobacco product application (PMTA) pathway; the FDA has also authorized the marketing of a version of IQOS and its consumables as a Modified Risk Tobacco Product (MRTP), finding that an exposure modification order for these products is appropriate to promote the public health.
As of December 31, 2023, PMI’s smoke-free products were available for sale in 84 markets, and PMI estimates that approximately 20.8 million adults around the world had already switched to IQOS and stopped smoking. Smoke-free products accounted for approximately 37% of PMI’s total full-year 2023 net revenues. With a strong foundation and significant expertise in life sciences, PMI announced in February 2021 its ambition to expand into wellness and healthcare areas and, through its Vectura Fertin Pharma business, aims to enhance life through the delivery of seamless health experiences.
IQOS ILUMA
The design of IQOS ILUMA is similar to that of previous IQOS generations but provides an enhanced tobacco experience with improved draw and stick-by-stick taste consistency—available in five colours with further accessory options, such as holder rings and interchangeable doors. The device offers adult users the ability to have two consecutive uses without recharging the holder. IQOS ILUMA is PMI’s most robust device to date, and, as it has no blade, there is no need to clean the device.
