HM Sampoerna Unveils Its Newest Innovation in Smoke-free Tobacco Products with its Flagship IQOS Iluma Prime

- 20 February 2023 17:30 WIB
PT HM Sampoerna's board of directors pose for a photo during the Public Expose at the Langham Hotel in Jakarta, Monday, February 20, 2023. (Suksmajati Kumara/Jakartadaily)
PT HM Sampoerna's board of directors pose for a photo during the Public Expose at the Langham Hotel in Jakarta, Monday, February 20, 2023. (Suksmajati Kumara/Jakartadaily)

JAKARTADAILY.ID - PT HM Sampoerna Tbk unveiled their newest line of smoke-free tobacco products during a public expose at the Langham Hotel in Jakarta, on Monday, February 20, 2023.

Sampoerna's line of smoke-free devices called the IQOS was first released in 2014, initially released in Japan and Italy, and later made available in 51 markets. Today, Phillip Morris International introduced its latest flagship model called the ILUMA.

President Director of Sampoerna, Vassilis Gkatzelis explained, this product is currently the flagship and was first launched in Southeast Asia.

"We believe that adult smokers who continue using tobacco products should have access to the latest innovations and technologies for better alternatives than continuing to smoke," said Vassilis during the Public Expose.

According to Vassilis, these products reduce exposure to harmful or potentially harmful chemicals by an average of 95% lower than cigarette smoke. Without combustion, the product does not produce fire, ash, or smoke.

Meanwhile, this product uses Smartcore Induction System technology which can heat tobacco without the heating blades found in the previous generation of IQOS.

The IQOS Iluma Prime device. (IQOS)
The IQOS Iluma Prime device. (IQOS)

The new device is made with an all-in-one lightweight design that can be held in one hand. A single charge can be used to smoke 20 tobacco sticks.

Like other IQOS Iluma models, the IQOS Iluma One uses “Terea Smartcore” sticks, which heat tobacco with an induction system adopted inside its body so that users don’t have to clean any residue afterward.

"This latest innovation is proof of Sampoerna and PMI's commitment to scientific research and development to continue to transform and innovate in developing a diverse portfolio of innovative smoke-free tobacco products, including IQOS," explained Vassilis.

Currently, PMI's smoke-free products are available in 73 markets worldwide and approximately 17.8 million adult consumers worldwide have switched to IQOS and quit smoking.

Whereas in Indonesia, IQOS was introduced through a limited market test scheme in 2019 and is available in 10 major cities in Indonesia, namely Jakarta, Surabaya, Denpasar, Bandung, Medan, Pekanbaru, Palembang, Makassar, Balikpapan, and Samarinda.

"Through this limited launch, we are introducing three types of devices to provide choices for adult consumers according to their needs and preferences, namely IQOS ILUMA, IQOS ILUMA ONE, and IQOS ILUMA PRIME. The IQOS ILUMA device is used exclusively with TEREA SMARTCORE STICKS™ tobacco sticks with 9 variants, all of which are available at various IQOS outlets, as well as," Vassilis concluded.

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Editor: Suksmajati Kumara


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