‘Most refined and advanced’ IQOS device lands in Switzerland DF&TR

By Luke Barras-hill |

IQOS Iluma Prime is available in duty free at Geneva Airport (pictured) and Zurich Airport.

Philip Morris International (PMI) has lauded the introduction of IQOS Iluma Prime at airport duty free outlets in Switzerland.

The device, which initially launched in Japan duty free in September, is the brand’s first tobacco-heating product to introduce induction-heating technology.

Shops at Geneva Airport (Aelia Duty Free) and Zurich Airport (Dufry) have been selling IQOS Iluma Prime since 9 December.

“The launch of the IQOS Iluma Prime, our most refined and advanced device yet, in Switzerland duty free, further demonstrates our constant commitment to delight our legal-age consumers in travel retail with our most premium and stylish product range,” said Edvinas Katilius, Vice President at PMI Duty Free.

“We have extended our product offering in Switzerland duty free with IQOS Iluma Prime – available in a choice of four new colours and with our largest ever range of accessories.”

Edvinas Katilius, Vice President PMI Duty Free.


IQOS Iluma Prime has been labelled by PMI as the ‘most innovative’ addition to a growing portfolio of products aligned with the aim to transition towards a smoke-free future.

The device, which has no blade and does not require cleaning, features the Smartcore Induction System.

This heating technology heats tobacco from within the new Terea Smartcore Stick.

This includes an auto-start function that detects when the Terea stick is inserted, automatically turning on the device.

PMI says the bladeless device offers “a cleaner way to heat tobacco from the core without burning it, to provide a more consistent experience, no tobacco residue, and no need to clean the device. Additionally they generate no combustion and no smoke.”

Market research conducted by PMI in Italy and Japan among a total of 714 IQOS users between November 2020 to March 2021 demonstrated that the new device offered ‘a more pleasurable experience’ versus other generations of IQOS.

As of June 30, 2021, PMI’s smoke-free products are available in 67 markets and the company has an ambition to be present in 100 markets with its smoke-free products by 2025.

There are currently more than 20 million users of IQOS, according to PMI.

By 2025, it is targeting for at least 40 million PMI cigarette smokers to have switched to smoke-free products and more than half of the company’s net revenues to be generated from smoke-free products.


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