Riyadh, Saudi Arabia:
IQOS ILUMA i, the latest innovation in smoke-free technology, has officially launched in Saudi Arabia. This marks a significant milestone for Philip Morris International (PMI), as it continues to expand its portfolio of alternatives for adult smokers who would otherwise continue using traditional cigarettes or nicotine products.
A Step Toward a Smoke-Free Future:
The launch of IQOS ILUMA i aligns with Saudi Arabia’s Vision 2030, supporting harm reduction and sustainability goals. According to Christian Akiki, Managing Director of Philip Morris KSA Trading Company, PMI is committed to accelerating the transition toward a smoke-free future.
“Harm reduction remains at the core of our mission in Saudi Arabia. Through innovation and scientific research, we are providing adult smokers with access to better alternatives,” said Akiki.
Why IQOS ILUMA i?
IQOS ILUMA i represents the most advanced device in PMI’s heat-not-burn smoke-free systems. Unlike traditional smoking, these devices heat tobacco instead of burning it, significantly reducing the levels of harmful chemicals.
Key Features of IQOS ILUMA i:
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SMARTCORE INDUCTION SYSTEM™: A bladeless heating technology providing a cleaner, seamless experience.
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Touchscreen Control: Users can quickly view device information and personalize their experience.
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Pause Mode: Allows users to pause and resume their session with a simple swipe.
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FlexPuff: Enables users to set their own pace during use.
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FlexBattery: A smart feature that prolongs battery life for more sustainable usage.
Currently, the IQOS ILUMA i PRIME and IQOS ILUMA i are available in Saudi Arabia. The IQOS ILUMA i ONE is expected to be introduced soon.
A Decade of Investment in Smoke-Free Alternatives:
For over 10 years, Philip Morris International has invested heavily in smoke-free technologies. These products, while not risk-free, are considered better alternatives to smoking.
As of the first quarter of 2025:
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40% of PMI’s global revenue comes from smoke-free products.
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In 25 international markets, smoke-free product revenues now exceed 50% of total net revenue. Countries include Italy, Greece, Poland, Czech Republic, and Denmark.
Global Impact and Local Commitment:
Oggie Kapetanovic, President of Heat-Not-Burn Platforms at PMI, emphasized that consumer feedback has driven the innovation behind IQOS ILUMA i.
“IQOS ILUMA i is our most innovative product yet. It emits, on average, 95% lower levels of harmful chemicals compared to cigarettes. This is a result of years of scientific research and listening to consumer needs,” said Kapetanovic.
Looking Ahead:
With continued innovation, regulatory support, and collaboration with communities, PMI aims to accelerate the global decline in cigarette use. The introduction of IQOS ILUMA i in Saudi Arabia is a major step toward achieving that goal.
