Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), 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, with the world’s number 1 heat-not-burn device[1], IQOS ILUMA.
DELIA delivers an authentic tobacco taste and satisfying experience, while maintaining the simplicity and ritual many users value. The range is particularly suited those adult smokers who value ritual, simplicity and an authentic tobacco experience.
The DELIA range features three distinct 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. Positioned at 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 for PML, said: “With DELIA, we’re expanding our portfolio to better meet the needs of adult smokers who value simplicity and full flavour. It’s about offering a product that feels closer to what they know, while still providing a smoke-free alternative.
“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.”
DELIA 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[2], and VEEV ONE, the latest innovation in PML’s VEEV E-Vapor range.
[1] Third Party sales data.
[2] PMI reported global shipment volumes and in-market sales estimates of nicotine pouch units, from January 2025 to July 2025
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