Philip Morris Limited Launches Delia to Expand IQOS Iluma Consumables Portfolio

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Key Takeaways

• Philip Morris Limited has launched Delia, exclusively compatible with the IQOS Iluma range.
• Delia joins the existing Terea tobacco sticks and Levia zero-tobacco sticks.
• The range includes three SKUs: Full Flavour, Balanced and Menthol.
• Delia uses a streamlined pack format inspired by traditional cigarettes.
• Delia has a recommended retail price of GBP 6 (approximately USD 7.80, based on 1 GBP ≈ 1.30 USD).

2Firsts, April 1, 2026

According to Convenience Store, Philip Morris Limited (PML) has launched Delia, the latest addition to its growing portfolio of heated tobacco and zero-tobacco sticks, exclusively compatible with the IQOS Iluma range.

Delia joins Terea and Levia to expand the IQOS Iluma consumables portfolio

PML said Delia joins the existing Terea tobacco sticks and Levia zero-tobacco sticks. The company said Delia was developed to “broaden consumer choice and better cater to adult smokers seeking a more classic tobacco experience.”

PML also said the range is particularly suited to adult smokers who value ritual, simplicity and an authentic tobacco experience.

The new range includes three variants and adopts a cigarette-inspired pack format

The Delia range includes three SKUs spanning Full Flavour, Balanced and Menthol variants. PML said this provides clear and intuitive choices for adult users.

The company said the range uses simple, non-aromatic flavour profiles and has been carefully developed to complement the existing portfolio.

Delia also introduces a streamlined, cigarette-inspired pack format. PML said the design is intended to minimise disruption in routine and make it easier for adult smokers to navigate and purchase the product.

Delia is priced at GBP 6, creating a new price tier within the IQOS Iluma consumables range

PML said Delia has a recommended retail price of GBP 6 (approximately USD 7.80, based on 1 GBP ≈ 1.30 USD), creating a new price tier within the IQOS Iluma consumables portfolio.

Anthony Loinsard, head of IQOS at PML, said Delia creates a new opportunity for retailers to attract price-sensitive adult smokers while supporting retention within the heated tobacco category.

He also said that by broadening choice within the IQOS Iluma consumables range, retailers are given more opportunity to engage different shopper missions and drive value in the category.

Image credit: Convenience Store