From Interest to Innovation

An innovation mindset drives progress. It challenges assumptions and encourages us to consider alternative perspectives.​

It raises questions such as: What if there’s a better way? What if existing experiences can be improved or reimagined? This mindset supports continuous improvement, inviting us to revisit familiar concepts with a new outlook.​

This same mindset brought forth the development of IQOS.​
More than a decade ago, a fundamental question was raised: What if there were a less harmful alternative to smoking? Specifically, an option that eliminates combustion, smoke, and ash—while preserving elements that adult smokers value, such as tobacco taste. That question led to the initiation of a comprehensive R&D effort, grounded in science, engineering, and user experience design.​

Through rigorous testing and precision-focused development, IQOS was created. The result is a smoke-free product for adult smokers who would otherwise continue smoking—offering a new format for tobacco consumption. IQOS is designed to deliver a consistent, familiar experience while introducing a fundamentally different approach that avoids burning tobacco.​

Innovative mindset was not about rejecting what was known; it was about building upon it to better meet changing expectations.​

This approach—rooted in exploration, design thinking, and scientific rigor—continues to shape the evolution of IQOS. As adult smoker preferences shift, the product continues to evolve accordingly.​

The journey began with a single question: What if? And it continues with the same spirit of inquiry today.​
We remain committed to that mindset—because interest drives progress, and we believe in continuously advancing to provide better alternatives for adult smokers.​