With a big party in the hangars of the Port of Belgrade, the new smokeless device IQOS ILUMA was presented to the domestic public, which users in Serbia were eagerly waiting for.
It is the most innovative product that does not burn, but heats the tobacco and is intended exclusively for adult smokers who are not ready to give up the enjoyment of tobacco. At the event, only the use of smokeless alternatives was allowed, that is, the use of traditional cigarettes was not allowed.
With the performances of Bajage i Instruktora, Fantom, and Deaf in mini, numerous dignitaries, representatives of the business world, and the media were the first to have the opportunity to see and try this innovative product, for which IQOS fans, until now, had to go to foreign countries.
IQOS ILUMA represents the best product of the Philip Morris company, so far, because it uses the latest and most innovative tobacco heating technology, but also meets all the demands and needs of adult smokers. It is the SMARTCORE INDUCTION SYSTEM – tobacco heating technology, without a blade and the need for cleaning. The innovative heating technology in these devices heats the tobacco inside new types of tobacco cartridges that are produced in Italy at the Philip Morris Manufacturing & Technology plant in Bologna. The new Autostart function automatically starts heating the cartridge when it is placed in the device holder. The new device has no blade and provides a cleaner way to heat tobacco. In addition, there is no combustion, no ash, no tobacco smoke, or unpleasant odor that could bother not only the users but also the environment. Market research conducted by PMI shows that IQOS ILUMA provides an improved experience compared to previous generations of IQOS devices.
Just two days after the launch at the gala event, IQOS users will be able to choose and purchase one of three IQOS ILUMA devices, based on the same technology of heating, not burning tobacco, reducing the level of toxic substances by up to 95 percent on average, compared with traditional cigarettes. Although it contains addictive nicotine and carries certain risks, it is a better option, a simpler and more technologically reliable product for adults who would otherwise continue to smoke.
“By constantly improving its portfolio of products that heat, not burn, tobacco, the company reaffirms its commitment to the mission – a future without tobacco smoke and continues to lead the transformation of the tobacco industry towards harm reduction. The number of smokers, in many countries that intensively implement this harm reduction strategy, has decreased significantly, with the use of alternative smokeless products, such as heating devices. The Philip Morris company, as a world leader in products of this type, continues to contribute to these positive changes, both in the world and in the Serbian market. Accordingly, the company recently announced a new investment of 100 million dollars in the innovation of the factory in Niš, with the aim of launching the first production line of smokeless tobacco products in Serbia“, pointed out the first man of this company in Serbia, Aleksandar Jakovljević.
Globally, PMI’s smoke-free products are sold in more than 80 markets, and the company estimates that more than 19.4 million adults worldwide have already switched to IQOS and quit smoking. The company’s goal is that by 2025, at least 40 million smokers, who would otherwise continue to smoke, will switch to smoke-free products.
The new IQOS ILUMA devices are available at IQOS retail points as of September 30, 2023.
