According to a report by mediapool on September 27th, Philip Morris International (PMI) is set to launch its new heated tobacco device, IQOS ILUMA, in the Bulgarian market.
According to reports, consumers in Bulgaria have reportedly submitted around 10,000 pre-orders for the new products of Philip Morris International. Among these orders, half of them are for purchasing the PRIME model. It is worth noting that the accessories from the previous versions of the device are incompatible with the new device.
Tommaso Di Giovanni, the Vice President of the International Communications Department at Philip Morris International, also mentioned during the product launch that currently 33% of the company's revenue comes from smoke-free products. The Bulgarian market is one of the leading markets for Philip Morris International. Currently, the company's smoke-free products are sold in 80 markets worldwide, with 27 million global smokers using their heated system products, of which 19 million have fully switched to the IQOS system. In Bulgaria, there are 200,000 users of the IQOS system, accounting for 10% of the country's 2 million smokers.
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