The idea of heating tobacco instead of burning it has been around for some time. After years of research and development at Philip Morris International (PMI), it finally came to life, offering our innovative alternative to traditional cigarettes for adults who would otherwise continue to smoke or use other nicotine products. A cigarette has to be lit in order to be smoked. It burns at 600°C at the tip of the cigarette, but can reach above 800°C during a puff. It is the action of burning that releases most of the harmful and potentially harmful chemicals into the smoke that is inhaled by a smoker.
On the contrary, PMI’s heat-not-burn device IQOS heats up processed tobacco at temperatures of up to 350°C, releasing tobacco flavor with no fire, no ash, and no smoke. By heating instead of burning the tobacco, the IQOS tobacco heating system doesn’t create smoke and emits on average 95% lower levels of harmful chemicals compared to cigarettes*.
It is important to say that it does not necessarily equal a 95% reduction in risk and IQOS is not risk-free.
Another advantage of IQOS is that since it produces less smell than cigarettes, it is less likely to bother people around you. By heating tobacco instead of burning it, IQOS does not produce second-hand smoke.
* Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).
Heated tobacco products, or heat-not-burn products, do exactly what their name suggests: they heat tobacco instead of burning it.
There are many heat-not-burn products out there, but IQOS is the brand with the number one heated tobacco product in the world**. Equipped with innovative HeatControl™ Technology, IQOS heats tobacco up to 350°C without burning it. This delivers a high quality tobacco experience, without any fire or ash and with less lingering smell on your hands, hair and clothes than cigarettes.
**Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2019 (excluding China and US).
All IQOS heat-not-burn devices work in the same way: first, insert the HEETS stick into the holder. Next, push a button to turn on the heater and then draw on the heated tobacco stick. Once the HEETS stick is finished, simply remove it from the holder and dispose of it.
Providing IQOS legal age users with a high quality tobacco experience is our key focus and the way we prepare tobacco is what makes the difference. The tobacco inside every HEETS is specially prepared using a unique patented processing method called ‘cast leave process,’ necessary to optimize the tobacco for heating. In this process, tobacco leaves of the highest quality are grounded into powder and then reconstituted into tobacco sheets. These sheets are crimped and made into a tobacco plug which, when combined with all the other parts, creates a HEETS stick.
HEETS tobacco sticks for IQOS devices provide taste experience close to a cigarette and come in different tobacco flavors ranging from rich to refined, including tobacco with menthol and new aromatic blends. We’re sure that among our HEETS selection each IQOS legal age user will discover the HEETS flavor that matches their taste.