According to a report by Zazoom on October 10th, Philip Morris International's Italian subsidiary announced the launch of the heated tobacco device "IQOS iluma i Prime". The company emphasized that it has invested over $12.5 billion in the development, scientific validation, production, marketing and continuous innovation of its new tobacco products, which are currently sold in over 90 markets worldwide.
The company's head of new tobacco product category, Gianluca Iannelli, stated that...
We hope to achieve a transformative milestone in our business, and this approach is bearing fruit: in Italy, over two million smokers have switched to our smokeless products and abandoned cigarettes.
The company stated that the launch of "IQOS iluma i Prime" comes on the occasion of the 10th anniversary of the first release of IQOS. IQOS was first launched globally in Italy and Japan in 2014.
PMI plays a significant role in the industrial chain in Italy, having invested over 2.5 billion euros in tobacco cultivation over the past 20 years. Additionally, PMI has invested 1.5 billion euros in production facilities in the Crexienza region, with products being exported to 40 countries.
PMI Italy celebrates the 10th anniversary of its production site, having collaborated with approximately 1,000 supply and service companies in Italy so far. The company aims to continue driving the transformation of new tobacco products and promises to develop its business in a sustainable and responsible manner.
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