IQOS ILUMA Named The Grocer’s 2023 ‘Top Launch’

IQOS ILUMA was named The Grocer’s 2023 ‘Top Launch’ in its Vaping and Tobacco category. 

In association with NIQ, The Grocer magazine published its annual Top Products Survey in mid-December, evaluating the sales performance and value of top-selling FMCG (fast-moving consumer goods) supermarket brands across the UK. From this main survey comes the Top Launch feature - detailing the best launches in each FMCG category for the year. IQOS ILUMA’s mention in this list includes details of the new device series, and how IQOS is creating a ‘step change’ to heated tobacco. 

What is the IQOS ILUMA?

IQOS ILUMA is the latest series of IQOS heated tobacco devices. Launched in the UK at the start of September 2023, these products were created for existing IQOS users as well as adult smokers looking to switch to this smoke-free alternative who would otherwise continue to smoke. 

The series comprises three innovative products - the IQOS ILUMA, IQOS ILUMA PRIME, and IQOS ILUMA ONE. Each of the three products has a unique look. The IQOS ILUMA PRIME, for example, comes with an all-aluminium body and a textured wrap on the Pocket Charger, while the ILUMA ONE is an all-in-one device that doesn’t consist of a separate Holder and Pocket Charger.

While the look of each IQOS ILUMA device differs, all of them feature the same SMARTCORE INDUCTION SYSTEMTM. The IQOS ILUMA Smartcore Induction Technology heats tobacco instead of burning it to deliver the taste of real tobacco. Unlike cigarettes, IQOS ILUMA does not burn tobacco and therefore produces no smoke. What’s more, IQOS ILUMA emits 95% less harmful chemicals compared to cigarettes.*

Important information: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.   

Thousands of adult smokers around the world convert to IQOS every day.** In fact, the majority of smokers who switch to IQOS completely quit cigarettes.*** 

While IQOS ILUMA was named The Grocer’s ‘Top Launch’ for the Vaping and Tobacco category, it’s important to note that this is not a vaping product. Instead, IQOS ILUMA is a heated tobacco product. You can learn more about how these two products differ in our guide ‘Heated Tobacco vs Vaping: Which is Right for You?’.


How you use IQOS ILUMA will depend on which device you have from the series. Learn how to use IQOS ILUMA, ONE, and PRIME through the following guides: 

There are also video guides on using IQOS ILUMA devices, TEREA heated tobacco sticks, and IQOS accessories. Find the video guide you need from our list of the top YouTube videos for ILUMA and TEREA enthusiasts

Where Can I Buy IQOS ILUMA?

You can buy IQOS ILUMA both online and in-store. Shop the IQOS ILUMA range online, where you can explore ILUMA Holders, Pocket Chargers, and starter kits containing two packs of compatible TEREA heated tobacco sticks

If you prefer, you can also buy IQOS ILUMA in store. We have multiple IQOS stores in the UK where adult users can get support, try IQOS products, and purchase them. Stores may stock varying selections of IQOS products, so it’s helpful to check that the store you’re going to offers IQOS ILUMA and its compatible TEREA sticks before visiting. Find the closest IQOS stores in your area via our store locator

There’s also a Try Before You Buy Programme if you wish to try IQOS ILUMA for a short period before committing to the full purchase. Adult users pay £10 to try IQOS ILUMA ONE for 14 days as part of the programme. After 14 days, the device can either be returned for free or kept for £9 extra.

* “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 on

** Status as of September 2023. Exclusive Heat-Not-Burn users that are using PMI heated tobacco sticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research. 

*** PMI Financials or estimates, IQOS user panels and PMI Market Research.

Smoke-free products are not risk-free and provide nicotine, which is addictive. The best decision any adult smoker can make is to quit tobacco and nicotine use altogether. Smoke-free products are not alternatives to quitting and are not designed as cessation aids.

This article is for general information and educational purposes. Some of the information in this article is based on external, third-party sources and we make no representations or warranties of any kind regarding the accuracy, validity or completeness of such information.