The IQOS Iluma series features three devices – IQOS Iluma Prime, IQOS Iluma and IQOS Iluma One.

All three are built with the same technology at their core but have been designed to address varied preferences and different price points. IQOS Iluma One is the most affordable option in the series with an rsp of £39, and IQOS Iluma Prime is the most enhanced device at an rsp of £109.

IQOS Iluma is paired with new Terea tobacco sticks, which use an innovative stainless-steel element inside the stick to heat tobacco from within without burning it. The Terea range comprises nine different tobacco blends, including classic, menthol and more aromatic tobacco variants.

The benefits of the new IQOS Iluma range are described as:

• Smartcore Induction System which uses an innovative magnetic heating system, resulting in no blade, and no cleaning.

• Improved design – the devices are ‘intuitive, effortless, and closer to a cigarette experience compared to other alternatives but without the burning and emits on average 95% lower levels of harmful chemicals compared to cigarettes’.

• An elevated user experience thanks to an improved draw and no cleaning required, plus, no broken blade issues, according to PML.

• Ease of use – little time is needed to explain the product to consumers.

• Price – IQOS Iluma is more affordable than cigarettes, as smokers can save up to £3,000 a year when they switch to Iluma One, the entry-level device, says PML.

• Retailers currently stocking IQOS Original and Heets can expect to see the same boost to their bottom line with the new device, as IQOS Iluma and Terea offers the equivalent profit margin. The cash margin for IQOS Iluma One is likely to match that of IQOS Originals.

Christian Woolfenden, managing director for UK and Ireland for PML, said: “Globally, the heat-not-burn category is on an upward trajectory and PMI’s IQOS products have already helped millions worldwide to switch away from cigarettes. Heated tobacco is also seeing huge momentum in the UK, growing a staggering 400% in the last three years (Nielsen).

“We are now taking our innovation to the next level with IQOS Iluma – revolutionary technology that gives adult smokers more options and represents an important leap forward in our efforts to accelerate the end of smoking. We are confident that with its attractive device range and price points, IQOS Iluma is equally appealing for adult smokers as well as existing adult nicotine users and will step-change the growth of heated tobacco in the UK.”