Key Takeaways
- Philip Morris Limited launched LEVIA, a zero-tobacco flavored nicotine stick range for IQOS ILUMA.
- LEVIA is described as a new zero-tobacco option within the company’s smoke-free portfolio.
- The initial lineup includes four variants: Deep Mint, Strawberry with Watermelon Pearl, Citrus with Peppermint Pearl, and Blueberry with Strawberry Pearl.
- LEVIA uses a flavour-to-flavour capsule format to enhance flavor during use.
- The product has a recommended retail price of £5, or about $6.73, based on the ECB’s April 28, 2026 reference rates.
2Firsts, April 29，2026
According to Philip Morris Limited, Philip Morris International’s UK and Ireland affiliate has launched LEVIA, a zero-tobacco flavored nicotine stick range created exclusively for the IQOS ILUMA range.
LEVIA expands the smoke-free portfolio
PML said LEVIA expands its growing portfolio of smoke-free alternatives by offering adult nicotine users a new zero-tobacco option. The company said the product was developed for flavor-seeking adult users, particularly those looking for variety and an experience different from traditional heat-not-burn products.
The product uses a capsule-based flavor format
According to the announcement, LEVIA introduces a flavour-to-flavour capsule format designed to provide enhanced flavor during use. PML said this responds to growing demand from adult users who are increasingly drawn to alternative nicotine categories for variety and sensory appeal.
The initial lineup includes four variants
The initial LEVIA lineup will include four variants: Deep Mint, and three capsule-based flavors, Strawberry with Watermelon Pearl, Citrus with Peppermint Pearl, and Blueberry with Strawberry Pearl.
Recommended retail price is £5
PML said LEVIA has a recommended retail price of £5, or about $6.73, based on the European Central Bank’s April 28, 2026 reference rates of EUR 1 = GBP 0.86715 and EUR 1 = USD 1.1680. The company said this places LEVIA at a price point comparable to vape and oral nicotine products displayed on-gantry.
The product is positioned as a flavored nicotine stick
The announcement said LEVIA is clearly positioned as a “flavoured nicotine stick” and uses pack design intended to support stronger product understanding and easier use with IQOS ILUMA devices.
The company said LEVIA adds variety for adult users
Anthony Loinsard, head of IQOS for PML, said LEVIA is part of the company’s effort to expand its smoke-free portfolio by offering a zero-tobacco, flavor-focused experience for adult nicotine users. He said the product combines capsule technology with an accessible price point.
PML said LEVIA is part of its expanding smoke-free portfolio in the UK, which also includes ZYN and VEEV ONE.
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