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Dec 18, 2022

IQOS ILUMA- the new generation of heated tobacco has been launched worldwide!

About a decade ago, Philip Morris International created IQOS to fulfill our vision: to replace cigarettes and provide an alternative for adult smokers who would otherwise continue to smoke or use other nicotine products. We have developed an innovative technology called HeatControl™, which allows IQOS to heat tobacco up to a temperature of 350 degrees without burning it. Heating in this way provides a real tobacco experience, without fire, ash, smoke and less smell that sticks to hands, hair and clothes compared to cigarettes.

These advantages of heating tobacco have influenced over 15 million adult smokers worldwide who have chosen to leave cigarettes behind and switch to using heated tobacco*. In order to give all those users the best tobacco experience, we developed and launched IQOS ILUMA in several countries around the world - the fourth generation of IQOS!

It is important to note that IQOS ILUMA and TEREA are not yet commercialized in Israel and are expected to arrive in Israel during 2024. If you have an IQOS ILUMA device purchased abroad, the warranty that applies to the device is not valid in Israel.

In addition, TEREA tobacco sticks are intended to use with IQOS ILUMA only and trying to use them with an IQOS device from previous generations (for example, IQOS 2.4, IQOS 2.4+, IQOS 3.0, IQOS 3.1 DUO) may damage the device. Also using HEETS type tobacco units will not work in the IQOS ILUMA device.

IQOS ILUMA is a breakthrough because for the first time ever, a tobacco product will use induction technology to heat tobacco (SMARTCORE INDUCTION SYSTEM™). To date, all IQOS devices have used a heating blade located in the center of the holder. During use, the tobacco units are inserted into the holder and the blade heats up to a temperature of up to 350 degrees Celsius and thus heats the tobacco from the inside.

The vapor is created by this induction system, which consists of a heating coil (inside the holder) that heats the susceptor placed inside the tobacco unit.

IQOS ILUMA uses new dedicated TEREA tobacco sticks (TEREA SMARTCORE STICKS™) that contain the heating susceptor inside each of them and therefore not compatible with previous IQOS generations.

Like HEETS, TEREA offers a wide range of real tobacco flavors, whether you prefer rich and balanced blends or fresh and aromatic.

We invite you to subscribe to our contact list and to be updated before everyone else about new launches, promotions, and tips for using your IQOS device or you can always be updated on our website.

*Source: PMI Financial Estimates, IQOS User Market Survey and PMI Market Research. Status as of March 2020. IQOS users who have completely stopped smoking cigarettes and for whom Heatsticks represent more than 70% of tobacco consumption in the last seven days.