What is heated tobacco?
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.
Important information: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.
With no smoke, less smell**, IQOS ILUMA has significantly less effect on the air around you and others than cigarettes.
IMPORTANT INFORMATION: IQOS ILUMA is not risk-free for you or others around you.
**93% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.
**“95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information on IQOS.com
What are heated tobacco products?
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).
IQOS heat-not-burn devices
Currently, the most advanced IQOS device is the IQOS 3 DUO. The IQOS 3 DUO holder provides two consecutive tobacco experiences without the need to recharge the holder and 20 tobacco experiences overall before the need to recharge the pocket charger; it’s equipped with our fastest charging holder to date (only 1 minute and 50 seconds to the first use) and comes with over 1000 customization options thanks to our wide range of IQOS accessories.
How do IQOS heat-not-burn devices work?
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.
Our commitment to high quality
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.
