Exclusive: We Reveal Which Revolutionary Device Is to Replace Cigarettes

New IQOS ILUMA devices available for sale in IQOS stores

After the world premiere, the new IQOS ILUMA has finally arrived to Serbia. At a big party in the hangars of the Port of Belgrade, the local public was presented with a new smokeless device. This is the most innovative product which doesn’t combust, but heats tobacco, and it is meant exclusively for smokers of legal age who are not ready to give up enjoying tobacco. Only the use of smokeless alternatives was allowed at the event, that is, the use of traditional cigarettes was not allowed.

IQOS ILUMA is the best product of Philip Morris so far, because it uses the latest and most innovative technology of heating tobacco, but also meets the demands and needs of smokers of legal age. This is the SMARTCORE INDUCTION SYSTEM ™ - a tobacco heating technology that does not require a blade and does not have to be cleaned. The innovative heating technology in these devices heats tobacco inside new types of tobacco cartridges that are produced in Italy, at the factory Philip Morris Manufacturing & Technology in Bologna. The new Autostart function automatically starts to heat the cartridge when it is placed in the device’s holder. The new device does not have a blade and enables a cleaner way of heating tobacco. In addition to that, there is no combustion, no ash, no tobacco smoke, or the unpleasant smell, which could bother not just the users, but also the environment. The market research conducted by PMI shows that IQOS ILUMA provides an improved experience compared to the previous generations of IQOS devices.



Only a day after the launching at the official event at the Port of Belgrade, members of the IQOS Club, as well as all other users, can already buy the new IQOS ILUMA and choose one of the three models of the device, based on the same technology of heating and not combusting tobacco, whereby the level of toxic matters is reduced by up to 95% percent on average, compared to traditional cigarettes. Although it contains nicotine, which is addictive and carries certain risks with it, it is a better option and a simpler and technologically more reliable product for people of legal age who would otherwise continue smoking.

– By constantly improving the portfolio of the products which heat and not combust tobacco, the company confirms its dedication to the mission – a future without tobacco smoke and continues heading the transformation of the tobacco industry toward reducing the harmfulness. The number of smokers in many countries which intensively carry out this strategy of reducing the harmfulness has reduced considerably with the use of alternative smokeless products, like the devices that are heated. Philip Morris, as a world leader in products of this kind, continues contributing to these positive changes, both in the world and in the market of Serbia. In line with that, the company recently announced a new investment of USD 100 million in innovating the factory in Nis, to the end of launching the first production line of smokeless tobacco products in Serbia – pointed out the head of this company in Serbia, Aleksandar Jakovljevic.

In the global market, PMI smokeless products are sold in over 80 markets in the biggest cities or countries, and the company estimates that over 19.4 million of people of legal age, worldwide, have already switched to IQOS and stopped smoking. The aim of the company is for at least 40 million smokers, who would otherwise continue smoking, to switch to products without tobacco smoke by 2025.

The new IQOS ILUMA devices are available for sale in IQOS stores from September 30, 2023.

Philip Morris operations a.d. Niš

Philip Morris services d.o.o. Beograd

Philip Morris

Aleksandar Jakovljević

IQOS ILUMA

SMARTCORE INDUCTION SYSTEM TM