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PMI launches IQOS ILUMA in Japan

18 Aug 2021. Philip Morris International Inc. (PMI) has launched its IQOS ILUMA, a new tobacco-heating system with induction-heating technology in Japan, according to a company press release.

The new series consists of two devices, the IQOS ILUMA and IQOS ILUMA PRIME. Both use induction-heating technology, have no blade and require no cleaning. They have an auto-start function that detects when a stick is inserted and automatically turns the device on. According to the press release, the tobacco is heated from the core without burning it, providing a more consistent experience with no tobacco residue. Additionally, the devices generate no combustion and no smoke.

With the IQOS ILUMA range, PMI is adding to its growing portfolio of smoke-free products and its IQOS tobacco-heating system, which is already the No. 1 heated tobacco product in the world, according to the press release. The IQOS ILUMA series is available in Japan for pre-order on the company website and for purchase at IQOS stores as of today.

“Our objective is a world without cigarettes; a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking,” said PMI CEO Jacek Olczak.

“IQOS ILUMA is our most innovative offering to-date and the new flagship in our portfolio of science-backed, smoke-free products. Its breakthrough induction-heating technology heats tobacco from within, without burning, so there’s no smoke, no ash and, like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes,” said Michele Cattoni, Vice President Heated Tobacco Platforms at PMI.