Adult smokers switch away from cigarettes

Adult smokers switch away from cigarettes

IQOS ILUMA to the rescue

Oct 11, 2023, 3:32 AM
Chit Luna

Chit Luna


Philip Morris International’s (PMI) latest heated tobacco technology is now in the Philippines to help adult Filipino smokers, who would otherwise continue to smoke, move away from cigarettes.

“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,” PMFTC’s smoke-free products head Zulal Roessli said in a statement.

PMFTC, Inc. is Philip Morris' affiliate.

IQOS ILUMA, a bladeless technology that employs induction to heat specially-designed tobacco sticks called TEREA, provides a more pleasurable experience compared to previous IQOS generations, said Roessli. This is based on feedback coming from 714 IQOS users in Japan and Italy who responded in a study conducted by PMI Market Research from November 2020 to March 2021.

No need to clean

The Smartcore Induction System of IQOS ILUMA heats tobacco from within its consumable TEREA sticks. This process gives the taste of real tobacco without any smoke, ash and with less smell than cigarettes. Its bladeless system does not need to be cleaned after usage.

Previous IQOS device iterations used a heating blade that touches the HEETS tobacco sticks. HEETS tobacco sticks cannot be used with the IQOS ILUMA device.

IQOS ILUMA also comes with an auto-start feature that detects when the TEREA stick is inserted to automatically turn on the device.

“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.

“It exemplifies 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,” said Gorkun.

Available October 11

IQOS ILUMA is available for purchase at the IQOS store Bonifacio High Street in BGC, Taguig City starting October 3, 2023. It will be available in other IQOS stores nationwide as well as at  on October 11, 2023.

Since PMFTC launched IQOS in June 2020, around 75,000 Filipino smokers have shifted away from cigarettes completely.

In November 2022, PMFTC introduced a more affordable device called BONDS by IQOS.

IQOS and BONDS by IQOS devices use tobacco sticks called HEETS and BLENDS, respectively. Both products generate smoke-free aerosol instead of smoke.

Completely eliminate

In an earlier report, PMFTC said it will also soon launch Zyn, which is a completely smoke-free oral nicotine delivery product. Swedish Match, the manufacturer of Zyn, was acquired by PMI last year.

Gorkun said PMI is working to deliver a smoke-free future with the goal of completely eliminating cigarette consumption in the word.

#AdultSmokersSwitchAwayFromCigarettes #IQQS #PhilipMorrisInternational #PMI #PMFTC #IQQSILUMA #TEREA #OpinYon

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