Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has announced the expansion of its TEREA range with the launch of TEREA Silver, available now in grocery, convenience and wholesale channels.
TEREA Silver is the newest addition to the TEREA portfolio, a range of tobacco sticks designed exclusively for use with IQOS ILUMA, the world’s #1 heat-not-burn device[i].
The new variant offers a balanced, toasted tobacco blend gently refined with light aroma notes of spicy herbs. TEREA Silver will complement retailers’ stock ranges, offering more choice for adult IQOS ILUMA users that prefer the Amber, Sienna and Russet variants.
The addition of TEREA Silver expands the full TEREA flavour range to 16, including six innovative, capsule-based TEREA Pearls flavours[ii].
Available across all indirect retail channels, retailers can benefit from profit-on-return (POR) offers on TEREA Silver, which are used exclusively with IQOS ILUMA.
“The launch of new TEREA Silver is a further step forward on our mission to support adult smokers in making the switch away from smoking cigarettes, said Anthony Loinsard, Head of IQOS, UK and Ireland at PML.
“For some adult smokers, having responsible access to a preferred flavour can be an important factor in making the switch from smoking cigarettes. By expanding the range, retailers also have more opportunity to offer their customers real tobacco satisfaction that can help them stay away from cigarettes for good.”
IQOS ILUMA and TEREA are part of PMI’s expanding portfolio of smoke-free products available in the UK, including ZYN, the world’s No.1 nicotine pouch brand[iii], nicotine pouches and VEEV ONE, the latest innovation in PMI’s VEEV E-Vapor range.
[i] Third Party Sales Data
[ii] Only available in mainland UK
[iii] PMI reported global shipment volumes and in-market sales estimates of nicotine pouch units, from December 2023 to December 2024
[iv] PML estimate and Third Party Sales Data, Mar’25
[v] Ibid
[vi] 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.
[vii] 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 January 2025, the average price for a pack of cigarettes with king size filter was £16.45 (ONS data). Savings will vary depending on IQOS ILUMA model and Starter Kit selected. For further information, visit www.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.
[viii] 93% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.
[ix] Philip Morris International Inc. 2024 Fourth-Quarter Results (February 6, 2025)
[x] Ibid
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