What is Heated Tobacco?


What is heated tobacco uk

Heated tobacco products are specially designed tobacco sticks. They are heated by electronic devices rather than set alight and burned as cigarettes are.

Also referred to as Heat-Not-Burn, the temperature that a device reaches to heat the tobacco is significantly lower than the 600⁰C at which a cigarette burns.

By controlling the temperature to prevent it from combusting, a vapour is released instead of smoke.

IQOS emits on average 95% lower levels of harmful chemicals compared to cigarettes.*

Important Information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

Menthol heated tobacco

Menthol heated tobacco is an alternative to menthol cigarettes. With a similar ritual and cigarette-like satisfaction**, IQOS is the closest alternative to a menthol cigarette. IQOS menthol heated tobacco is available in four menthol tobacco variants: HEETS Turquoise, HEETS Blue, HEETS Green and HEETS Sienna Caps.

These HEETS variants could help menthol smokers to move away from cigarettes as they seek an alternative to menthol cigarettes in the wake of the Menthol Cigarette Ban which came into effect in May 2020. HEETS are not cigarettes and therefore menthol flavoured HEETS are not affected by the ban.

Find out if IQOS is right for you and start your 14-day trial.


How do heated tobacco products work?

Heated tobacco products are tobacco sticks that are heated by battery-powered devices. Like your smartphone, these devices need to be charged regularly.

Once charged, a stick of tobacco is inserted into the device. By pushing a button to begin the heating process, a user can then inhale the vapour that is released.

Once the experience is over, the used tobacco stick can be removed from the device and disposed of in a bin.

Is heated tobacco safer than smoking?

Cigarette smoking causes serious disease and is addictive. Without question, the best decision any smoker can make is to quit tobacco and nicotine use altogether.

For those that do not or will not quit, heated tobacco products and e-cigarettes mean adults who want to continue using nicotine have better options available to them than continuing to smoke cigarettes.

Heated tobacco products are not risk free. They deliver nicotine, which is addictive.

Are heated tobacco products e-cigarettes?

No, heated tobacco products are not the same as e-cigarettes. A tobacco heating system uses real tobacco, whereas e-cigarettes heat a liquid.

Understand more about the difference between heated tobacco and e-cigarettes.

What is IQOS?

IQOS is an innovative and unique electronic device exclusively used with HEETS heated tobacco sticks, designed by Philip Morris International, the makers of Marlboro and many brands.

Philip Morris International's goal is to replace cigarettes with smoke-free products. Over £3 billion has been invested over 10 years in research and development to create this smoke-free alternative to cigarettes.

With IQOS heated tobacco technology, a tobacco stick is inserted into the device, which then heats the tobacco from the core through an electronically controlled heating blade. The device controls the temperature which is set to reach up to 350⁰C.

Nicotine, which is naturally present in tobacco, is released in the vapour that is generated.

IQOS emits 95% less harmful chemicals compared to cigarettes* and does not impact indoor air quality***, so there is less impact on you and those around you.

What is used in the IQOS heated tobacco system?

The tobacco sticks used with IQOS are called HEETS. They are specially designed and intended to be used exclusively with IQOS technology.

IQOS heated tobacco is made of real tobacco leaf. Leaves from the tobacco plant are harvested, then they are specially prepared and compressed.

iqos heated tobacco sticks

Try heated tobacco

IQOS and HEETS were designed to provide you with tobacco satisfaction and duration similar to the one you get from cigarettes.

Today, more than 16 million smokers around the world are using IQOS.

Our Try Before You Buy programme is your opportunity to try IQOS heated tobacco for 2 weeks in the comfort of your own home for £10.


*”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). See important information on IQOS.com.
**3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).
***PMI study conducted under ISO standards simulating real-world scenarios and based on threshold limits established by existing air quality guidelines.

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This website is intended only for users of nicotine or tobacco products who are over 18.

This website is restricted to adults in the United Kingdom who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk-free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page for further risk information.