Philip Morris Limited (PML) is rolling out a specialised field force to support stores in promoting its new Iqos Iluma device. 

At the product’s launch in London last week, PML revealed a field team of more than 150 will contact 10,000 convenience retail and specialist vape stores across the UK, as well as promote 100 brand ambassadors and relaunch its digital trade engagement platform. 

Iluma uses technology similar to an induction hob to heat tobacco sticks instead of burning them like cigarettes. 

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