Being a heated cigarette lover, I have seen the different trends in the smoking alternative world. On PMI’s 2023 Investor Day, an introduction to a new product was made that will bring a smile to the entire smoking scene and industry.
The new product is Levia Zero Tobacco for IQOS ILUMA, an addition to the heat stick brands compatible with IQOS Iluma devices. Let’s read on to see what exactly it is.
Levia Zero Tobacco for IQOS ILUMA
IQOS ILUMA, a popular heat-not-burn device, has a new partner, which is LEVIA Zero Tobacco. It’s a brand new stick brand that can be used with IQOS ILUMA in addition to Terea and Sentia. This new offering is not just to offer new flavors or for the sake of a new release. It is IQOS’s first entry into tobacco-free products.
What is it made of? Well, PMI didn’t tell us. Instead of traditional tobacco leaves, we guess it is composed of herbs, just like the ones consumed in VEO herbal sticks for Glo hyper-range users.
Why Herbs in Levia Zero Tobacco?
The move to herbs for Levia Zero Tobacco showcases a smart and innovative decision on PMI’s part. It’s a calculated move that allows them to be exempt from the heavy burden of taxes, regulations, and the strict watch on tobacco and tobacco-related products.
Their CEO, Jack Olczak, emphasized that one of the many advantages of this change is that it will ease their delivery of such products to places where they have a huge market. Also, it solidifies PMI’s commitment to building a smoke-free future through expanding products in the “reduced risk” category.
A Review of the IQOS ILUMA Series
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A pretty upgrade within the IQOS ILUMA series is the change from the previous “heating blade” of the original IQOS series to “electromagnetic induction core” technology. A new approach and material, which now inserts a special metallic piece in the tobacco stick, promises to reduce maintenance and further avoid unpleasant odors.
There are two existing heat stick brands made for the IQOS Iluma Series, namely Terea and Sentia. Levia Zero Tobacco is different from the two, given that it is a tobacco-free product and has a different set of target markets. It introduces a new chapter in the IQOS story. Levia will spark renewed interest and popularity within the industry, especially among health-conscious smokers.
IQOS Iluma One
For those who are used to smoking 10 sticks daily, IQOS Iluma is sadly not ideal, as it can’t handle excessive use over extended periods. We suggest that for regular smokers who smoke 10 or more, IQOS Iluma One seems like a more fitting choice as it is more durable and has a longer battery life than IQOS Iluma and IQOS Iluma Prime.
The recurring recharging wait time for the smaller pen can be annoying. Despite the IQOS Iluma and IQOS Iluma Prime being heavier and pricier than IQOS Iluma One, its immediate heating action upon inserting a heat stick is for sure appealing for those who don’t have the patience to wait.
IQOS Iluma Prime
The other variant, the premium Iluma Prime, features a sleek aluminum body available in four sophisticated colors. Plus, there’s the option for users to personalize its shell accessories and metallic ring. The appearance closely resembles the older variants in designs, and it also comes with five unique shades and a variety of customizing options.
How will competitors like BAT and JT respond?
The debut of Levia Zero Tobacco is proving to be a hit within the industry. As this is IQOS’s first non-tobacco product but still infused with nicotine, it offers a distinct alternative to the existing nicotine-containing IQOS heat sticks.
This move is making rival companies like JT and BAT take a similar approach too. It should be mentioned, though, that BAT isn’t faring too far behind, having recently announced “Veo,” a nicotine-containing stick with use of Rooibos tea, tailored for the Glo Hyper series apparatus.
Two Flavors Released in the Czech Republic
The base flavor of Levia Zero Tobacco features a noticeable smoky feel and scent. However, being an herb-based formula, it is vastly different from the usual tobacco-based stick you get from Terea and Sentia.
Given the flavored tobacco ban by the European Union from October 23, 2023, PMI is expanding LEVIA’s flavor choices for IQOS ILUMA. “LEVIA Electro Rouge” captivates with its fusion of berry, floral, and minty tones, and “LEVIA Island Beat” mesmerizes with its mint-infused creamy profile.
Other Market Innovators Who Have Flavor Solutions
Under the global trend of flavor ban on tobacco products, LEVIA is capturing more and more attention. However, it’s important to know the pioneer FiltSe, who develops the flavor accessories consumed as a substitute for menthol and other characterizing flavors.
FiltSe flavored filter is compatible with a wide range of products, including cigarettes, vapes, heat-not-burn products, etc. With a very simple structure, FiltSe is composed of two capsules and three parts of cotton. It offers the choice of tasting many flavors while keeping your health in check by filtering part of harmful substances from entering your lungs.
This is a safe, economical, and fun way to try flavors without fearing laws because materials used in FiltSe are legislative and not regulated. Besides, FiltSe doesn’t contain any nicotine.
Flavors of FiltSe filter tips are expanded to almost 30 and other flavors are under development. The whole flavor line up with a cut date of December 12, 2023 is as follows:
The classic flavors are: Cantaloupe, Blueberry, Peach, Lemon, Strawberry, Grape, Pineapple, Orange, Mango, Banana, Cherry Chocolate, Whiskey Cola, Strawberry Champagne, Mango Watermelon, Strawberry Kiwi, Plum Soda, Mango Peach, Lychee Milk
The newly upgraded flavors (with more sweetness and higher coolness) are: Mung Beans, Popsicles, Grapes, White grapes, Cola, Taro Ice Cream, Passion Fruit, Mint and Watermelon.
We can say FiltSe has a huge flavor library that no one can compare, whether in traditional cigarettes, heated tobacco products (heat-not-burn products), heated herbal products, or even competing flavored filter brands.
So, if you’re worried that menthol and other flavors are banned in your regions or countries or there is a heavy tax on your sold tobacco and nicotine products, you can try FiltSe flavor accessories since it’s an individual flavor-giving accessory or tip exempt from the regulation.
Conclusion
The introduction of PMI’s Levia Zero Tobacco for IQOS ILUMA is a great addition to the PMI brand and hopefully just the beginning of the brand’s direction towards producing more tobacco-free products.
As tobacco regulations keep evolving and consumer trends are always reflecting that change, products like Levia Zero Tobacco are the choice of people who want to responsibly consume their nicotine while abiding by the laws. Tobacco-free products will be here to stay and will be loved by the masses.
(Notes: Please be aware that the trademarks of LEVIA, TEREA, SENTIA, and IQOS mentioned in this passage are of PMI and trademarks of VEO and GLO are of BAT. All have nothing to do with FiltSe. Furthermore, PMI’s products have nothing to do with FiltSe’s products. All statements here represent the article partner’s opinions.)