"We are moving even faster towards our goal of building a smoke-free future by providing adult smokers who continue to quit with the best technology that has been made possible through years of research and development," said Marco Hannappel, President South West Europe.

"Today, on the one hand, we are celebrating an important result: some two million smokers in Italy have switched to an effective combustion-free alternative and given up cigarettes entirely; on the other hand, we have relaunched our commitment , thanks to a new technology designed to further ease the transition for smokers who are more resistant to change.”

PMI recently launched IQOS Iluma One on the Italian market.

"At the end of December, thanks to the launch of IQOS Iluma, we saw more and more smokers switching to IQOS, that is, giving up traditional smoking altogether," said Gianluca Iannelli, Head of Marketing and Digital at Philip Morris Italy. "With IQOS Iluma One, we aim to convince the most diehard smokers to change their lifestyle thanks to a simpler and more intuitive device."

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