Philip Morris Limited (PML) has introduced LEVIA, a new range of zero-tobacco flavoured nicotine sticks designed exclusively for its IQOS ILUMA devices, as it continues to broaden its smoke-free portfolio.
The launch targets adult nicotine users seeking greater variety, with LEVIA positioned as a flavour-forward alternative to traditional heat-not-burn products. The sticks feature a capsule-based format that delivers a “flavour-to-flavour” experience, aimed at enhancing taste during use and tapping into demand for more sensory-driven nicotine formats.
The initial line-up includes Deep Mint alongside three capsule variants: Strawberry with Watermelon Pearl, Citrus with Peppermint Pearl, and Blueberry with Strawberry Pearl. The products will carry a recommended retail price of £5, placing them in line with other on-gantry alternatives such as vape and oral nicotine products.
PML said the range has been developed with clear pack design and positioning as a “flavoured nicotine stick” to support ease of understanding for adult users and compatibility with IQOS ILUMA devices.
“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,” Anthony Loinsard, Head of IQOS at PML, said.
“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 will be available to order via PML’s PMIOPEN platform, with wholesale availability expected from May.
The new product follows the launch of DELIA range of sticks, which cater to adult smokers seeking a more classic tobacco experience.