IQOS Iluma Prime from Philip Morris International (PMI) has launched with Dubai Duty Free.

The latest listing follows the initial launch of the heated tobacco product in Japan and Switzerland duty free last year.

It is the brand’s first tobacco heating system to introduce induction-heating technology, which uses no blade and requires no cleaning.

The heating technology within the device uses the ‘Smartcore Induction System’ that heats the tobacco from within the new Terea Smartcore Stick, which are designed to be used only with IQOS Iluma.

PMI says the bladeless devices offer a cleaner way to heat tobacco from the core, without burning it, to offer a more consistent experience with no tobacco residue.

“Our objective is a world without cigarettes; a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking,” said PMI Chief Executive Officer Jacek Olczak.

“We have launched several generations of our IQOS heated tobacco system; expanding our portfolio to offer constantly improved, science-backed solutions that take advantage of advancements in technology and address pain points heard from consumers.

“This commitment to continuous innovation plays a significant role in our ambition to deliver a smoke-free future. The launch of IQOS Iluma, our most innovative device yet, gives adult smokers another better choice and represents an important leap forward in our efforts to accelerate the end of smoking.”

IQOS Iluma ‘most innovative offering to-date’

Michele Cattoni, Vice President Heated Tobacco Platforms at PMI, added: “IQOS Iluma is our most innovative offering to-date and the new flagship in our portfolio of science-backed, smoke-free products.

“Its breakthrough induction-heating technology heats tobacco from within, without burning, so there’s no smoke, no ash and, like previous IQOS devices, it emits, on average, 95% lower* levels of harmful chemicals compared with cigarettes.

“However, unlike our previous tobacco-heating systems, IQOS Iluma has no blade. That means no tobacco residue or cleaning – ever. With this, and other product features, we aim to address consumer pain points that may have hindered some adult smokers from beginning or maintaining their journey away from cigarettes in the past.”

The company says that its research indicates that Iqos Iluma provides a more pleasurable experience versus previous IQOS generations.

PMI’s smoke-free products are available in 67 markets with an ambition to be in present in 100 markets by 2025.

The company claims there are more than 20 million users of the IQOS tobacco heating system globally and estimates that more than 73% (approximately 14.7 million) of those have switched completely to IQOS and stopped smoking, with the balance in various stages of switching.

By 2025, it has an ambition that at least 40 million PMI cigarette smokers who would otherwise continue to smoke will have switched to smoke-free products and that more than half of its net revenues will come from smoke-free products by 2025.

*PMI says this refers to the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared with the smoke of a reference cigarette (3R4F). It does not equate to a 95% reduction in risk. IQOS is not risk-free and uses nicotine, which is addictive.