Over a decade of development and billions invested

Open up a pack of HEETS™ and you’ll find they’re much shorter compared to cigarettes. When you light a cigarette, the combination of oxygen and tobacco is what keeps your cigarette lit, burning the tobacco. This provides the energy source needed to extract nicotine and flavor. When smoking a cigarette, you lose most of the tobacco (2/3rds to exact) through the process of burning. IQOS HeatControl™ Technology uses a heating blade to heat the tobacco inside our specially designed tobacco stick - and this replaces the tobacco that is wasted in a cigarette. So you get the deliver of all that real tobacco in your tobacco stick… but without wasting it or creating smoke and ash.