02/07/2025
PMI Accelerates Smoke-Free Vision with IQOS ILUMA i launch in Kuwait!
Philip Morris Kuwait W.L.L. (PMK), an affiliate of Philip Morris International (PMI) today announced the launch of IQOS ILUMA i in Kuwait. The launch follows the recent ten year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.
IQOS ILUMA i is the latest and most innovative addition to PMI’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke. While not risk-free, this range of less harmful alternatives to ci******es includes multiple generations of IQOS, the No. 1 to***co heating system.
Ross Donovan, General Manager of Philip Morris Kuwait, commented: “A smoke-free, sustainable future is our central objective. Today, we’re accelerating our journey in Kuwait by bringing our most advanced device, designed for a cleaner and more intuitive experience. There is growing awareness of smoke-free alternatives in Kuwait and this consumer-tailored, cutting-edge innovation will help to support even more adults to transition away from ci******es. With continued innovation, regulatory support, and societal collaboration, we believe we can accelerate the decline of cigarette use globally, and in many countries, make them obsolete within the next 10 to 15 years.”
For over 10 years, PMI has invested heavily in developing a portfolio of scientifically-backed smoke-free alternatives, led by IQOS, that are a better choice than continued smoking. As of Q1-2025, PMI reported that more than 40% of its revenue comes from these products, with the ambition for the contribution to reach two-thirds by 2030. Today, there are 25 markets where PMI’s smoke-free product revenues exceed 50% of total net revenue2, including Bulgaria, Czech Republic, Denmark, Greece, Italy, Poland, and Romania.
“IQOS ILUMA i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems,” said Oggie Kapetanovic, President Heat-Not-Burn Platforms at PMI. “Like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with ci******es. We are proud that consumer feedback continuously fuels our innovation, and IQOS ILUMA i is a testament to that.”
IQOS ILUMA i features
The IQOS ILUMA i is comprised of three devices: IQOS ILUMA i PRIME, IQOS ILUMA i and IQOS ILUMA i ONE. Currently the IQOS ILUMA i PRIME and IQOS ILUMA i are available in Kuwait. All three deliver an experience that is clean and seamless thanks to PMI’s bladeless SMARTCORE INDUCTION SYSTEM™ and bring a range of adaptable new features.
The new touch screen on the device’s holder allows adult users to see relevant information quickly and easily. To personalise the experience, IQOS ILUMA i introduces a new Pause Mode. By swiping up or down on the touch screen, users can pause and resume the device usage where they left off . Additionally, FlexPuff allows adult users to set the pace of their experience.
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Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smokefree future and evolving its portfolio for the long term to include products outside of the to***co and ni****ne sector. The company’s current product portfolio primarily consists of ci******es and smoke-free products, including heat-not-burn, ni****ne pouch and e-vapor products. As of December 31, 2024, PMI's smoke-free products were available for sale in 95 markets, and PMI estimates they were used by 38.6
million adults around the world. The smoke-free business accounted for 42% of PMI’s first-quarter 2025 total net revenues. Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of ci******es. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN ni****ne pouches and versions of PMI’s IQOS devices and consumables - the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk To***co Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and
aims to enhance life through the delivery of seamless health experiences. References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com
