IQOS ILUMA i is now in Bulgaria, offering an even better user experience for adult users of heated tobacco

Philip Morris Bulgaria has announced the launch of IQOS ILUMA i, the most innovative addition to its ever-evolving portfolio of smoke-free alternatives designed for adult users of tobacco and nicotine products. With the IQOS device’s latest technological advancements, the company solidifies the brand’s position as a global leader in the development of smoke-free alternatives, which have the potential to reduce harm compared to cigarettes. After celebrating IQOS’ 10th anniversary on the global market, with the introduction of the new IQOS ILUMA i device, the company is taking another important step towards achieving its long-term objective of delivering a smoke-free future.

IQOS ILUMA i provides all adult users who would otherwise continue to smoke with the ability to personalize and adapt their use to suit their own preferences. The new model features a new touchscreen that makes it easy for the users to view, monitor and adjust their consumption.

“Today, we are elevating IQOS to an even higher level with the launch of IQOS ILUMA i — the latest innovation in our smoke-free portfolio that offers a number of enhanced functionalities for a personalized experience,” said Denys Strobykin, General Manager of Philip Morris Bulgaria. “The commitment to consistently integrating technological advancements into our scientifically substantiated smoke-free alternative plays an important role in our smoke-free mission in Bulgaria and around the world. We continue to invest in research so that we can continuously provide adult consumers who would otherwise continue to smoke with better alternatives to cigarettes,” he added.

The new IQOS ILUMA i series is available in three device models – IQOS ILUMA i PRIME, IQOS ILUMA i and IQOS ILUMA i One in a variety of different colors and with a choice of accessories.

“We are confident that thanks to the feedback from our consumers in Bulgaria, who are now more than 450,000 people, we are able to continuously meet their expectations, because this fuels our desire for innovation, and IQOS ILUMA i is proof of this,” said Polina Ninova, Head of Marketing, Digital and CX for SFP Category at Philip Morris Bulgaria. “ILUMA i is a better version of ILUMA – more intuitive, more personalized, so that the user can adapt the use to their personal preferences. The technology is constantly being improved by adding more and more new functionalities – in fact, we are doing what adult users tell us they need.”

“Together with our partners in the country, we manage to reach adult consumers with our portfolio of smoke-free alternatives. I am confident that with the new addition to it we are taking another step towards building a smoke-free future in Bulgaria,” said Panos Rousakis, Head of Commercial Operations at Philip Morris at Philip Morris Bulgaria.

According to estimates of the company, which since 2008 has invested more than 14 billion US dollars in scientific research, the users of Philip Morris International’s smoke-free alternatives worldwide are nearly 38.6 million people in 95 markets, and in six of them these products generate more than 75% of the net revenues.