PMI Launches IQOS ILUMA i Series in Saudi Arabia to Support a Smoke-Free Future

Key Points:

·Saudi Arabia has become the latest market for IQOS ILUMA i, the newest smoke-free product introduced by Philip Morris International (PMI). 

·IQOS ILUMA i reduces 95% of harmful chemicals through innovative technology. 

·PMI is working towards a smoke-free future, supporting Saudi Arabia's sustainable development goals. 

·As of the first quarter of 2025, PMI generates more than 40% of its revenue from smoke-free products. 

【2Firsts News Flash】According to Arab News on July 8th, Philip Morris International (PMI) has officially launched its latest heated tobacco product, the IQOS ILUMA i series, in Saudi Arabia, which includes three devices: ILUMA i PRIME, ILUMA i, and ILUMA i ONE.

IQOS ILUMA i series products all adopt PMI's exclusive SMARTCORE induction heating technology, providing a cleaner and smoother user experience. Currently, the ILUMA i PRIME and ILUMA i devices have been launched in the Saudi market.

Chrisitian Akiki, the General Manager of Philip Morris International's Saudi branch, emphasized that this initiative is aimed at reducing the harm caused by tobacco and aligns with Saudi Arabia's Vision 2030 and its sustainable development goals. He highlighted that the launch of IQOS ILUMA i signifies a key advancement towards a smoke-free future and stated that the product is a result of years of scientific research and market experience, achieving significant technological breakthroughs.

Archy believes that through technological innovation, regulatory support, and community collaboration, the global decline in traditional cigarette use can be accelerated.

Ogi Kapitanovic, the head of smoke-free products, added that IQOS ILUMA i is currently the most innovative smoke-free product, with harmful chemical content in its aerosol reduced by 95% compared to traditional cigarettes. The development of the product has fully taken into account user feedback and is the result of continuous research and development investment.

PMI stated that smokeless products have had a positive impact on millions of adult users and their surrounding communities worldwide in recent years. According to data from the first quarter of 2025, smokeless products have accounted for over 40% of the company's total revenue. PMI plans to increase this percentage to two-thirds by the year 2030.