South Africa Embraces a Smoke-Free Future with IQOS ILUMA Launch
On a sunny Thursday at Cabo Beach, Cape Town, Philip Morris South Africa (PMSA) unveiled its most anticipated product yet – the IQOS ILUMA. This innovative tobacco heating device marks a significant step towards a smoke-free future for South Africa, making it the first country in Sub-Saharan Africa to receive this technology.
The event itself mirrored the product’s streamlined design – efficient and focused. Attendees enjoyed a relaxed atmosphere with minimal speeches, punctuated by a key roundtable discussion.
A Better Choice for Adult Smokers
Branislav Bibic, PMSA’s Vice President for Sub-Saharan Africa, acknowledged the ideal scenario: “The best option is to quit tobacco and nicotine products completely.” However, recognizing the reality of continued smoking, he emphasized IQOS ILUMA as a “better choice” for adult smokers. This latest device offers a satisfying real tobacco experience without combustion.
Bladeless Heating: A Leap Forward
IQOS ILUMA boasts the SMARTCORE INDUCTION SYSTEM™, a revolutionary bladeless heating technology. This system heats tobacco from within the newly designed TEREA SMARTCORE STICK™, specifically created for use with ILUMA. The device includes an auto-start function, eliminating the need for manual activation.
A Cleaner Experience
The IQOS ILUMA offers a cleaner and more consistent tobacco experience. The bladeless design eliminates the need for cleaning and avoids tobacco residue. This innovation builds upon PMI’s existing range of heated tobacco alternatives, including multiple generations of the IQOS system, currently the world’s most popular heated tobacco product.
The Future is Smoke-Free
The introduction of IQOS ILUMA reflects the growing demand for less harmful alternatives. “We are excited to launch IQOS ILUMA in South Africa,” Bibic stated. He reiterated PMI’s vision: “a world without cigarettes, replaced by smoke-free alternatives.” PMSA’s commitment to continuous innovation positions South Africa at the forefront of this smoke-free future, offering adult smokers improved, science-backed solutions.
