“Since 2008, PMI has invested more than US$10.5 billion in the development, scientific substantiation, manufacturing, commercialization and continuous innovation of smoke-free products that do not burn tobacco. Those adult smokers who don’t quit deserve pragmatic and sensible solutions as better choices than continuing to smoke cigarettes,” said Vassilis Gkatzelis, president director of Sampoerna, at the event.

Technological innovation is a part of PMI’s business transformation journey that motivates the company to prioritize the continuous innovation of smoke-free products. This is supported by more than 980 scientists, engineers, technicians and support staff.

He added, “Because we know that the vast majority of harmful compounds found in cigarettes are associated with smoking cigarettes that combust, our  smoke free products do not combust. And that's why heated tobacco products represent a much better choice versus continuing smoking”.

By leveraging science and technology, PMI has successfully developed a range of smoke-free products, while also making contributions to public health its core value. IQOS ILUMA uses a Smartcore Induction System™ that heats tobacco and emits an average of up to 95 percent lower levels of harmful and potentially harmful constituents, as the heat replaces the need to burn cigarettes. Not only is this better for adult smokers who choose to continue using tobacco products, it is also scientifically substantiated that it reduces the risk of smoke-related diseases compared with cigarette smoking.

The IQOS ILUMA also presents a number of improvements from its predecessor. The Smartcore Induction System™ featured in the new product heats tobacco without a heating blade, as in the series before. Therefore, it provides improved consistency with no tobacco residue and eliminates the need for users to clean the device.

During the subsequent session, dr. Badrul Chowdhury, Ph.D, chief life sciences officer of Smoke-Free Products at PMI cited the World Health Organization’s estimate that 1 billion people around the world consider themselves smokers and that the number was not going to decrease anytime soon.

While both dr. Badrul and Vassilis stressed that the best way to decrease the harm caused by smoking was to stop smoking completely or to not start in the first place, PMI is aiming that the new innovation can help adults smokers to switch to better alternatives. “To benefit adult consumers who smoke, those who care about them and for the public health benefit at large,” dr. Badrul added.

The doctor added that the assessment of smoke free products, such as IQOS ILUMA, was guided by a wealth of epidemiological data demonstrating that continued exposure to cigarette smoke increases the risk of smoking-related diseases.

“As an individual and as part of the society, we cannot abandon these people who can't quit smoking,”  dr. Badrul said.

IQOS was introduced in Indonesia through limited market testing starting in 2019 and is available in 10 major cities across the country, comprising Jakarta, Surabaya, Denpasar, Bandung, Medan, Pekanbaru, Palembang, Makassar, Balikpapan and Samarinda.

Globally, PMI’s smoke-free products are available for sale in 73 markets. “IQOS has been having a very strong performance around the world in terms of heated tobacco. In 73 markets, we have, as we speak, almost 17.8 million adult consumers who have already switched to ILUMA. The conversion rate is around 70 percent. So, 70 percent of IQOS legal age adult consumers have switched to smoke-free products and have stopped smoking completely,” revealed Vassilis.

In Indonesia, Sampoerna is introducing three new types of devices: IQOS ILUMA, IQOS ILUMA ONE and IQOS ILUMA PRIME. They are to be used exclusively with TEREA Smartcore Sticks™, tobacco sticks that come in nine variants.

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