Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has announced the expansion of its flavour portfolio for IQOS ILUMA with the launch of TEREA Pearls.
The TEREA Pearls range features innovative capsule technology, enabling users to switch seamlessly from a traditional tobacco blend to a unique flavour with a single click. This enhancement elevates flavour delivery, offering an enriched experience for users of IQOS ILUMA, the UK’s number one heat-not-burn device[i].
Expanding the TEREA flavour range to thirteen, this exciting addition includes four new flavours that match the top preferences of legal-aged nicotine users in the UK[ii]:
- Abora Pearl: Tobacco Blend with Strawberry and Basil (on a click)
- Amelia Pearl: Tobacco Blend with Watermelon with Menthol (on a click)
- Starling Pearl: Tobacco Blend with Green Apple with Menthol (on a click)
- Twilight Pearl: Tobacco Blend with Blueberry with Menthol (on a click)
The TEREA Pearls range caters to the high demand among adult smokers and nicotine users for smoke-free, capsulated tobacco products. Early sales data reveal that nearly one in five TEREA packs sold in a top-four grocery multiple within the first three months were Pearls[iii], demonstrating a strong preference for these capsulated products.
“The responsible use of flavours is a critical factor in helping adult smokers switch to better alternatives,” said John Rennie, Commercial Director at PML. “With capsulated combustible cigarettes no longer available in the UK, capsulated heated tobacco products offer retailers a unique proposition for legal-aged nicotine users to seamlessly switch from traditional tobacco blends to unique flavour blends,” he added.
“The TEREA Pearls range strengthens the flavour portfolio of IQOS ILUMA with a real tobacco alternative that elevates the heated tobacco experience in a market where demand for capsulated products remains strong,” Rennie concluded.
Available across all indirect retail channels, retailers can benefit from profit-on-return (POR) offers on select TEREA Pearls, which are used exclusively with IQOS ILUMA.
IQOS ILUMA complements gantries because, when used with TEREA, it delivers real tobacco taste and satisfaction, while emitting 95% less harmful chemicals compared to cigarettes[iv] and enables savings of up to £3,000 a year[v].
IQOS ILUMA is part of PMI’s expanding portfolio of smoke-free products available in the UK, including the world’s number one nicotine pouch brand ZYN[vi] and VEEV ONE, the latest innovation in PMI’s VEEV E-Vapor range, which has achieved a number one closed-pod position in five markets within the first year of launch, including Italy[vii] and Czechia[viii].
[i] PML estimate and Nielsen data, May’24
[ii] Total Vape Market: Blueberry (15.2%), Menthol (9.3%) Strawberry (8.1%), Watermelon (7.4%). Nielsen Offtake data, H1’24
[iii] Third-party E-POS Data, w.c 15/04 – w.c 26/06
[iv] Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free. “95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information here.
[v] Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA ONE Starter Kit (RRP £29), and then consuming one pack of TEREA daily (RRP £7). In April 2023, the average price for a pack of cigarettes with king size filter was £14.40 (ONS data). Savings will vary depending on IQOS ILUMA model and Starter Kit selected. For further information, visit www.stg.iqos.com/legal. IQOS ILUMA™ is only compatible with TEREA™ sticks. Using TEREA™ sticks with previous IQOS™ generations may cause damage to your device. TEREA™ sticks contain a metal part; do not disassemble. Keep out of reach of children.
[vi] PMI reported global shipment volumes and in-market sales estimates of nicotine pouch units, from January to June 2023
[vii] PMI estimate of total In-Market Sales of closed pod e-liquids (in ml) in Italy as of January 2024
[viii] PMI estimate of total In-Market Sales of closed pod e-liquids (in ml) in Czechia as of January 2024
[ix] PML estimate and Nielsen data, May’24
[x] Ibid
[xi] Philip Morris International Inc. 2024 Second-Quarter Results (Tuesday, 23 July, 2024)
[xii] Ibid
[xiii] Ibid
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