Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has unveiled LEVIA, an innovative range of zero tobacco flavoured nicotine sticks created exclusively for the IQOS ILUMA range.
LEVIA expands PML’s growing portfolio of smoke-free alternatives, offering adult nicotine users a new zero tobacco option that delivers a flavourful nicotine experience. The range has been developed to meet the needs of flavour-seeking adult users, particularly those looking for variety and a differentiated experience beyond traditional heat-not-burn products.
The new nicotine sticks introduce a unique flavour-to-flavour capsule format, providing enhanced flavour during use. This innovation responds to growing demand from adult users who are increasingly drawn to alternative nicotine categories for their variety and sensory appeal[i].
The initial LEVIA line-up will feature four distinct variants, including Deep Mint and three capsule-based flavours: Strawberry with Watermelon Pearl, Citrus with Peppermint Pearl, and Blueberry with Strawberry Pearl. Positioned at an RRP of £5, LEVIA offers a competitive price point comparable to vape and oral nicotine products positioned on-gantry, helping to broaden access and appeal for adult nicotine users.
LEVIA offers a flavourful nicotine experience – with clear positioning as a “flavoured nicotine stick” and easy-to-navigate pack design to support stronger product understanding and usability with IQOS ILUMA devices.
Anthony Loinsard, Head of IQOS for PML, said: “LEVIA represents an exciting step forward in expanding our smoke-free portfolio. By offering a zero tobacco, flavour-driven experience, we can better meet the evolving preferences of adult nicotine users, particularly those seeking more variety. With its innovative capsule technology and accessible price point, LEVIA has the potential to play a key role in accelerating the shift away from cigarettes.”
LEVIA is part of PML’s expanding portfolio of smoke-free products available in the UK, including ZYN, the world’s No.1 nicotine pouch brand[ii], and VEEV ONE, the latest innovation in PMI’s VEEV E-Vapor range.
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