What is heat not burn?

Heat not burn is a new alternative to smoking that heats real tobacco rather than burning it.

IQOS products heat HEETS real tobacco sticks up to 350°C and controls the temperature to ensure there is no combustion. Cigarettes, on the other hand, burn tobacco at temperatures up to 800°C. The result? Real tobacco taste with 95% less harmful chemicals compared to cigarettes*, no smoke, no ash and less smell. IQOS is not a vape. By using real tobacco instead of liquid, IQOS delivers a more familiar and satisfying taste experience. It’s designed to closely mimic the ritual of smoking with similar in-hand and in-mouth experience and finite duration.


We would recommend IQOS heat not burn products for smokers that have tried vaping and have found that it is not for them or smokers looking to switch to a safer alternative to traditional cigarettes. If you are a current vaper and have been for some time, we would not recommend this particular device or category for you this time!

80% of smokers who try IQOS for 7 days switch completely from cigarettes


Find out more about Try IQOS here.

*Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). It does not necessarily equal a 95% reduction in risk.

**Source: Philip Morris Limited consumer insights data. Based on regular SMS conversion checks (opted-in consumers) during the period 10/11/2018-06/06/2019