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IQOS ILUMA, Philip Morris International’s revolutionary new heated tobacco system, landed in the UK on 4th September at the IQOS Store in High Street Kensington, a day prior to the national launch.

Hundreds of consumers queued around the block to be one of the first to purchase the innovative new device at the very moment it hit the UK market. This staggeringly positive response to the launch is testament to the excitement from smokers, IQOS users and retailers for what the game-changing product is set to bring.

With such significant engagement from the minute the device was available to purchase, PML encourages convenience retailers to act fast, and start benefitting from stocking and selling the device and TEREA, the tobacco sticks designed specifically to be used with IQOS ILUMA, as soon as possible. Retailers looking to join the ‘next level’ should contact the Heatwave Open Support team on 0333 320 0777 or via e-mail at

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