Heated tobacco or heat-not-burn products are an innovative alternative for adults who would otherwise continue to smoke or use other nicotine products. Heat-not-burn products heat tobacco instead of burning it in order to release a nicotine-containing vapour. Our heat-not-burn product IQOS delivers a high quality tobacco experience for IQOS legal age users with no fire, no ash and with less smell than cigarettes. IQOS is not risk-free.
IQOS, the number one heated tobacco product in the world
Amongst the heated tobacco category, IQOS is the brand with the number one heat-not-burn product in the world*. At the heart of our most advanced smoke-free product are sophisticated electronics that heat specially designed heated tobacco sticks called HEETS (or Heatsticks in Japan). Thanks to its patented HeatControl™ Technology, IQOS heats the tobacco just enough to release a nicotine-containing vapor but without burning the tobacco.
*Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2019 (excluding China and US).
What are the different types of heated tobacco flavours?
The specially designed tobacco sticks for heating used exclusively with IQOS devices are called HEETS.
The journey to offering IQOS legal age users this experience has a lot of tiny steps. It begins with farmers from all around the world who care deeply for their crop. Next, our master blenders sample the tobacco, selecting the best tobacco origins and qualities and paying special attention to aroma and taste profiles (e.g. richness, ripeness, strength). Finally, our tobacco blenders create the blends of HEETS for IQOS.
HEETS offer a range of taste experiences from rich to refined, including tobacco with menthol and new aromatic blends to suit every taste palate. HEETS are not risk-free and are addictive.
Our Flavour Advisor can help IQOS legal age users discover the HEETS flavour that matches their taste.
What is the difference between heated tobacco and e-cigarettes?
Although both heat-not-burn devices and e-cigarettes are smoke-free alternatives to smoking, there are important differences when it comes to comparing heated tobacco products with e-cigarettes.
E-cigarettes don’t contain tobacco. Instead, they heat an e-liquid often containing nicotine and flavours to produce an aerosol, what people usually call a vapor – hence the term “vaping”.
In heated tobacco products, nicotine is naturally present in the tobacco used in the product. In comparison, in e-cigarettes, nicotine derived from tobacco is added to the e-liquid used in the product.