Why are HEETS tobacco sticks shorter than cigarettes?

HEETS tobacco sticks are made specifically for IQOS ORIGINALS. Their length, diameter and design fit in the IQOS ORIGINALS Holder.

IQOS is the first and only tobacco heating system authorized by the US FDA as a Modified Risk Tobacco Product.*

*This does not mean that IQOS is risk-free or that the FDA has approved or endorsed IQOS.