Philip Morris Limited (PML), has announced the launch of Delia, the latest addition to its growing portfolio of heated tobacco and zero-tobacco sticks exclusively compatible with the IQOS Iluma range.
Joining the existing Terea tobacco and Levia zero-tobacco sticks, Delia has been developed to “broaden consumer choice and better cater to adult smokers seeking a more classic tobacco experience.” The range is described as being particularly suited adult smokers who value ritual, simplicity and an authentic tobacco experience.
The range features three SKUs, spanning Full Flavour, Balanced and Menthol variants, ensuring clear and intuitive options for adult users. With simple, non-aromatic flavour profiles, the range has been carefully developed to complement the existing portfolio.
Delia also introduces a streamlined, cigarette-inspired pack format, designed to minimise disruption in routine and create easy navigation for adult smokers, supporting ease of purchase.
With an RRP of £6, Delia offers a new price tier within the IQOS Iluma consumables portfolio, helping to retain existing users while appealing to more price-sensitive adult smokers.
Anthony Loinsard, head of IQOS at PML, said: “Delia creates a new opportunity for retailers to capture price-sensitive adult smokers, while supporting retention within the heated tobacco category.
“By broadening choice within the IQOS Iluma consumables range, we’re giving retailers more opportunity to engage different shopper missions and drive value in the category.”
No comments yet