PMI plans formal US launch of IQOS Iluma

Philip Morris International (PMI) recently announced that it has submitted a sales application for its latest heated tobacco product, IQOS Iluma, to the U.S. Food and Drug Administration (FDA). This product is already sold in 27 markets worldwide.

IQOS Iluma is one of PMI's most innovative heated tobacco products, utilizing a different heating technology from previous versions, and has improvements in device and battery life. PMI states that this product is comparable to previously approved IQOS products in reducing the formation of harmful components.

According to PMI, IQOS Iluma has shown higher adult conversion rates and improved consumer satisfaction in many countries. Its application is supported by comprehensive scientific evaluations, including aerosol chemistry, in vitro toxicology, pharmacokinetics studies, and consumer perception and behavior research.

Stacey Kennedy, President and CEO of PMI's U.S. business, stated, "Tens of millions of American adults are still smoking and are likely to continue doing so. They should have more scientifically-based nicotine alternatives to choose from, and PMI is committed to providing them with new options."

Additionally, Kennedy emphasized how the IQOS Iluma product demonstrates consumer-centered innovation internationally that can lead more adults to quit smoking. She believes this success can also be replicated in the U.S., driving a rapid decline in adult smoking rates.

According to an agreement with Altria Group, Inc., PMI will fully commercialize all IQOS products in the U.S. after April 30, 2024.