5 days ago
Philip Morris International Launches New IQOS ILUMA i in Malaysia to Accelerate the Achievement of a Smoke -Free Future
Published on: Wednesday, June 25, 2025
Published on: Wed, Jun 25, 2025 Text Size: Naeem and MJ presenting the new IQOS ILUMA i. Kuala Lumpur: Philip Morris Malaysia Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), today announced the launch of IQOS ILUMA i, the latest and most innovative addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. Today, this range of smoke-free alternatives to cigarettes includes multiple generations of IQOS, the No.1 tobacco-heating system1 . 'As the global smoke-free champion, we strive to deliver science-based, smoke-free alternatives to all adult smokers who would otherwise continue smoking. We leverage science, world leading brands, and commercial capabilities to provide better alternatives to our consumers. This innovation provides an opportunity for us to renew our smoke-free vision and our ambition for over two-thirds of our total net revenue to come from smokefree products by 2030,' said Naeem Shahab Khan, Managing Director of Philip Morris Malaysia & Singapore. 'Two years ago in Malaysia, IQOS ILUMA disrupted the category by introducing induction-heating technology that heats tobacco from within, with no tobacco residue and no need to clean the device. Today, we take IQOS to new heights, with the launch of IQOS ILUMA i – the latest innovation in our smoke-free portfolio, offering a range of advanced features for a clean, seamless, and more flexible experience.' Over the past 10 years, PMI's portfolio of scientifically backed smoke-free alternatives, led by IQOS, has created a positive impact on millions of adult smokers and those around them by accelerating an end to cigarettes.
Advertisement Within 10 years, IQOS became the number one heated tobacco brand and accelerated the decline of cigarettes in many countries. In Japan, for example, more than one-third of adult smokers are using IQOS2 since heated tobacco was launched. Based on the PMI's 2025 first-quarter results, the smoke-free business accounts for 42% of the total net revenues. Today, there are 95 markets where PMI's smoke-free product are available. '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. We are proud that consumer feedback continuously fuels our innovation, and IQOS ILUMA i is a testament to that.' PMI's studies to date have found that IQOS generates no combustion and no smoke. Like previous IQOS devices, IQOS ILUMA i emits, on average, 95% lower levels of harmful chemicals compared with cigarettes. Importantly, this does not necessarily equal a 95% reduction in risk and IQOS ILUMA i is no risk-free5,6. Naeem added: 'We have been investing heavily in research and development to provide adults who smoke with better alternatives to cigarettes based on cutting-edge science. But for change to be effectively enacted, government and society at large must play their part. It is important that others – like government authorities and regulators – embrace the opportunity offered by innovation and science to benefit the world.' New features of IQOS ILUMA i The IQOS ILUMA i series offers three devices in Malaysia: IQOS ILUMA i PRIME, IQOS ILUMA i and IQOS ILUMA i ONE. All IQOS ILUMA i devices bring a range of adaptable new features. It already delivers an experience that is clean and seamless, thanks to PMI's bladeless SMARCORE INDUCTION SYSTEMTM in a variety of designs to meet the diverse preferences of consumers. The new touch screen on the device's holder allows users to see experience-relevant information quickly and easily. To personalize the experience, IQOS ILUMA i introduces a new Pause Mode. By swiping up or down on the touch screen, users can pause and resume their experience with the device where they left off7 . The new IQOS ILUMA i additionally includes smart features like FlexBattery that help prolong the lifespan of the holder's battery8. Like the previous series of IQOS ILUMA, these devices use induction-heating technology in a range of innovative designs to allow adult users to select the device that best suits their needs and preferences. IQOS ILUMA i devices are available on the IQOS website and at authorized stores throughout Malaysia, including East Malaysia, as well as selected convenience stores and petrol marts. Adult nicotine users looking for more information on features and usage, visit * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
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