New heat-not-burn devices ‘will shake up nicotine market’
BOSSES at Philip Morris Limited (PML) believe its new IQOS ILUMA heat-not-burn range will be a real game-changer in the nicotine market.
UK and Ireland managing director Christian Woolfenden had this message for the convenience channel: “It’s going to be phenomenal for retailers.”
He said launches in other markets around the globe had been so successful that it had forced a delay in introducing ILUMA in the UK.
PML’s ambition is to create a smoke-free future and Woolfenden said ILUMA would go a long way towards helping the company achieve it.
He pointed out the heated tobacco device emits, on average, 95% lower levels of harmful chemicals than cigarettes.
And highlighting other benefits for consumers, he added: “ILUMA will give them the nearest experience to smoking.
“The new Terea tobacco sticks for the devices are also half the price of a normal pack of cigarettes, which is important given the increased cost of living.
“The ILUMA system is much more convenient for consumers, easy to use and there’s no tobacco residue that needs to be cleaned out, unlike the old IQOS.”
The enhanced experience has been made possible because ILUMA features a Smartcore Induction System.
It uses an innovative metal heating element, coated with stainless steel, to heat the sticks, rather than the blade of the previous-generation IQOS.
The Terea sticks are also filtered at both ends to eliminate residual tobacco falling out and circulating in the device.
Woolfenden added: “It all results in a nicer draw and flavour than before.”
The ILUMA will be offered in three formats to suit different consumer budgets and preferences.
The entry-level ILUMA One consists of a compact, self-contained battery and heating chamber unit.
It is due to have an RRP of £39, with an introductory offer likely to include two packs of Terea. “We think it is compelling from a price point of view,” added Woolfenden.
ILUMA Mid, set to cost £69, is a larger device that combines the battery with a detachable, slim-line, pen-shaped, heating unit accessed by a simple flick of a lid.
Aimed at established IQOS fans, the £109 ILUMA Prime features an aluminium casing and textured flip lid concealing the ILUMA holder – and it can be customised.
All three are capable of heating 20 Terea sticks before needing to be recharged using a USB connection.
The Terea tobacco sticks come in cigarette-style packaging to give consumers a feeling of familiarity. Like its Heets predecessors, Terea will be offered in nine flavoured blends.
ILUMA has a grown-up styling and feel that demonstrates PML’s responsible attitude towards the thorny issue of tackling youth tobacco consumption.
The price points of the devices should also ensure they stay out of the hands of youngsters.
Woolfenden added: “ILUMA and Terea are designed for current adult smokers who want to switch to smoke-free alternatives.”
For retailers, PML is promising to take a grass-roots approach and offer a full suite of marketing aids to help them educate both staff and consumers about the latest-generation IQOS.
That includes a prompt supply of devices to retailers, who will sell about eight to 10 a week on average.
Woolfenden concluded: “We believe existing users are likely to trade up. In fact, the reality is that hardcore IQOS users will want to get their hands on ILUMA immediately.”
