IQOS ILUMA i Debuts Saudi Arabia
Launch marks the latest and most innovative addition to the growing range of smoke-free products for adult smokers
Riyadh – Asdaf News:
Saudi Arabia has become the latest market to introduce IQOS ILUMA i, representing a significant milestone for the brand within the Kingdom. 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 or use nicotine products. While not risk-free, this range of better alternatives to cigarettes include multiple generations of IQOS, the No. 1 heating system.
Christian Akiki, Managing Director, Philip Morris KSA Trading Company: “Harm reduction remains at the core of our mission at Philip Morris in Saudi Arabia, aligned with the Kingdom’s broader sustainability goals and Vision 2030. We are accelerating the transition to a smoke-free future by providing adult smokers in the Kingdom with access to better alternatives.”
He continued: “This science-based approach is built on years of rigorous research and real-world experience. The launch of IQOS ILUMA i in Saudi Arabia introduces our most advanced device yet to the Kingdom. There is growing awareness of smoke-free alternatives in the Kingdom and this consumer-tailored, cutting-edge innovation will help to support even more adults to transition away from cigarettes. With continued innovation, regulatory support, and societal collaboration, PMI believes we can accelerate the decline of cigarette use globally, and in many countries.”
For over 10 years, PMI has invested heavily in developing a portfolio of scientifically-backed smoke-free alternatives, led by IQOS, that although not risk-free 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 revenue , 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 cigarettes. 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 Saudi Arabia. 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.
The new IQOS ILUMA i additionally includes smart features like FlexBattery that help prolong the lifespan of the holder’s battery .
