PMI accelerates smoke-free vision with ‘IQOS ILUMA i’ launch in Kuwait

Philip Morris Kuwait W.L.L. (PMK), an affiliate of Philip Morris International (PMI) today announced the launch of ‘IQOS ILUMA i’ in Kuwait. The launch follows the recent ten-year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.

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. While not risk-free, this range of less harmful alternatives to cigarettes includes multiple generations of IQOS, the No. 1 tobacco heating system.

Ross Donovan, General Manager of Philip Morris Kuwait, said, “A smoke-free, sustainable future is our central objective. Today, we’re accelerating our journey in Kuwait by bringing our most advanced device, designed for a cleaner and more intuitive experience.

“There is growing awareness of smoke-free alternatives in Kuwait 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, we believe we can accelerate the decline of cigarette use globally, and in many countries, make them obsolete within the next 10 to 15 years,” he added.

For over 10 years, PMI has invested heavily in developing a portfolio of scientifically-backed smoke-free alternatives, led by IQOS, that 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 revenue2, 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.”

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 Kuwait. 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 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 the device usage where they left off . Additionally, FlexPuff allows adult users to set the pace of their experience.