PMI launches IQOS ILUMA PRIME in Swiss duty free locations

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January 5, 2022

Philip Morris International Inc. (PMI) launched the new IQOS ILUMA PRIME in Switzerland duty free in December, accelerating its vision to achieve a Smoke-Free Future.

The launch is the latest addition to PMI’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. This announcement follows the initial market launch of IQOS ILUMA in Japan Duty Free in September last year.

The new IQOS ILUMA becomes the brand’s first tobacco-heating system to introduce induction-heating technology, which utilises no blade and requires no cleaning. It is now available at Geneva and Zurich Duty Free.

“Our objective is a world without cigarettes; a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking,” said PMI CEO Jacek Olczak. “We have launched several generations of our IQOS heated tobacco system; expanding our portfolio to offer constantly improved, science-backed solutions that take advantage of advancements in technology and address pain points heard from consumers. This commitment to continuous innovation plays a significant role in our ambition to deliver a smoke-free future. The launch of IQOS ILUMA, our most innovative device yet, gives adult smokers another better choice and represents an important leap forward in our efforts to accelerate the end of smoking.”

Edvinas Katilius, Vice President PMI Duty Free added: “The launch of the IQOS ILUMA PRIME, our most refined and advanced device yet, in Switzerland Duty Free, further demonstrates our constant commitment to delight our legal age consumers in travel retail with our most premium and stylish product range. We have extended our product offering in Switzerland Duty Free with IQOS ILUMA PRIME—available in a choice of four new colors and with our largest ever range of accessories.”

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