Philip Morris Middle East announces the launch of new IQOS Iluma i in UAE

Philip Morris Middle East, an affiliate of Philip Morris International (PMI) (NYSE: PM) today announced the launch in the UAE of IQOS Iluma i, the latest and most innovative addition to PMI’s growing portfolio of smoke-free products for. Today, whilst not risk-free, this range of better alternatives to cigarettes includes multiple generations of IQOS, the No. 1 tobacco heating system.

The launch also follows the recent 10-Year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.

Saim Yasin, Director of Smoke-Free Products Middle East at Philip Morris International, says, “We leverage science, world leading brands and commercial capabilities to provide better alternatives to our adult consumers. IQOS’ 10-year anniversary in 2024 provided an opportunity to renew our smoke-free vision.

"Today, we take IQOS to new heights, with the launch of IQOS Iluma i — the latest innovation in PMI’s smoke-free portfolio, offering a range of advanced features for a clean, seamless, and more flexible experience.”

Oggie Kapetanovic, President, Heat-Not-Burn Platforms at PMI, says, “IQOS Iluma i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems. We are proud that consumer feedback continuously fuels our innovation, and IQOS Iluma i is a testament to that.”