Philip Morris Misr has unveiled a groundbreaking advancement in smoke-free technology in Egypt with the launch of IQOS ILUMA i. This latest innovation marks a significant leap in Philip Morris International’s mission to create a smoke-free future. As a leading global tobacco company, PMI is committed to transforming its portfolio for the long term, extending beyond tobacco and nicotine to embrace a broader vision of wellness and innovation.
Philip Morris International is dedicated to a smoke-free future, driven by the belief that innovation can transform the tobacco and nicotine industry. The company views smoke-free alternatives as a pragmatic way to accelerate a definitive shift away from cigarettes. Since 2008, PMI has invested over $14 billion to develop, substantiate, and commercialise smoke-free products for adults who would otherwise continue to smoke.The newly launched generation of IQOS device, IQOS ILUMA i, reflects PMI’s continued commitment to innovation and to creating better alternatives to traditional nicotine products. This launch reinforces PMI’s vision for a smoke-free future, leveraging science and advanced technology to deliver nicotine without combustion.
Ali Nevzat Karaman, Managing Director of Philip Morris Egypt & Levant, revealed that IQOS ILUMA is PMI’s latest innovation in scientifically substantiated, smoke-free heated-tobacco systems. The product draws on world-leading brands and commercial capabilities, taking Egypt to new heights since the launch of IQOS ILUMA in 2023. He added that traditional cigarettes should belong in museums within the next 10 to 15 years, and that this vision is the true driving force behind PMI’s ongoing journey of research and development.
The new IQOS ILUMA i device represents a breakthrough in tobacco heating technology. Which heats tobacco internally without combustion, offering users a cleaner, residue-free experience without the need for constant cleaning. Like previous IQOS devices, it emits around 95% fewer harmful chemicals compared to traditional cigarettes.
The device boasts a sleek design, complete with an interactive touchscreen, as well as a Pause Mode that allows users to pause their experience for up to eight minutes and seamlessly resume it without wasting energy. The FlexPuff feature enables users to customise their usage, while FlexBattery technology helps extend battery life and reduce electronic waste.
The device continues to use TEREA tobacco sticks, the same as in previous IQOS ILUMA devices, ensuring a consistent user experience without the need to switch sticks, offering a hassle-free transition between different versions.
Mircea Zetel Serafim, Director of Smoke-Free Products at Philip Morris Egypt and Levant, explained that IQOS considers taste, sensory experience, and ritual reasons why many people continue to smoke. This is why the new Heat-not-Burn product category offers a range of product types that will evolve to meet changing consumer preferences, while capitalising on advances in technology and science.