KT&G is going to release the cigarette-type e-cigarette "lil SOLID" and dedicated stick "Fit" in Russia, along with Philip Morris International (PMI), a global tobacco industry leader. The two companies will launch their sales on global markets on Aug. 17.
In January, the two companies announced a global collaboration contract for overseas sales of e-cigarette "lil." KT&G will supply e-cigarette products to PMI for the first three years, and PMI will use its resources, knowledge, and infrastructure to launch and sell KT&G products in overseas markets except Korea.
Russia, the first export country of e-cigarettes, is a region with a large market, with high consumer interest in e-cigarettes. The locally released "lil Solid" comes in three colors: "Dark Navy," "White" and "Blue," while the dedicated sticks are "Fit Regular," "Fit VIOLA," and "Fit CRISP."
'Lil Solid' is an export product for 'lil Plus' sold in Korea. PMI completed detailed inspection of electronic cigarette devices and dedicated sticks before commercialization after signing a contract with KT&G.
Advertising communications used in e-cigarette device packages and related homepages and stores will be marked as "lil-introduced by IQOS."
Since its debut in 2017, KT&G's "lil" has been well received by consumers in terms of convenience and portability. Subsequent products such as lil Plus, lil Mini and lil Hybrid have also gained huge popularity in the market, and 'lil' has grown into an influential e-cigarette brand in the country.
It ranked first in sales of e-cigarette devices from last year to the first half of this year, and as of the end of July, its cumulative sales in South Korea surpassed 2.4 million units.
Baek Bok-in, president of KT&G, said, "We are deeply moved by the overseas release of 'lil', an electronic cigarette that has KT&G's unique technology and differentiated innovation. The global e-cigarette market will be expanded due to cooperation between the two companies."
PMI CEO Andre Calantzopoulos said, "It is PMI's vision to allow adult smokers, who are not able to quit smoking, to quit smoking as soon as possible for their health, public health and social benefits, and to take better alternatives. Commercialization of KT&G products outside of Korea will strengthen PMI's solid portfolio of e-cigarettes to provide more diverse alternatives to adult smokers."
