Heating tobacco releases flavors and nicotine and allows adult smokers to experience tobacco without combustion. So IQOS as a tobacco heating device is becoming a popular smoking alternative among adult smokers, as it allows to use tobacco without smoke, ash or cigarette smoke smell. IQOS is the #1 tobacco heating system1 and thousands of adult smokers around the world convert to IQOS every day. 2

But the reasons to switch from smoking to IQOS don’t stop here. Besides using real tobacco, IQOS emits, on average, 95% lower levels of harmful chemicals compared to cigarettes. 3 Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

What’s more, IQOS is less likely to bother people around you, as it produces no second-hand smoke. It also leaves less lingering smell on hands, clothes, and hair. All these benefits make IQOS a much better alternative to cigarettes and the reason why more than 14.9 million adult smokers have already chosen to switch to IQOS and leave cigarettes behind. 4

How is heated tobacco different from other smoking alternatives?

Cigarettes and other ways of taking in nicotine have been around for a long time. However, recent technological developments like heated tobacco products mean adults who would otherwise continue to smoke or use other nicotine products have alternatives available to them.

IQOS, popular among adult smokers, heats tobacco instead of burning it. This is the biggest difference between IQOS and cigarettes. By not burning tobacco, IQOS tobacco heating device doesn’t create smoke and ash.

Similar to heated tobacco products, e-cigarettes don’t create smoke because they don’t burn tobacco either. However, unlike IQOS and HEETS, e-cigarettes don’t contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.

Popular flavors of HEETS among IQOS adult users

Made to be used with our tobacco heating device IQOS, popular among adult smokers, HEETS offer a tobacco experience without the smoke, ash and fire that come from smoking cigarettes. So IQOS adult users can focus more on their moment and the taste.

A modern twist on tobacco classics, HEETS come in a range of flavor experiences from rich to refined, including tobacco with menthol and new aromatic blends to suit every IQOS adult user’s taste palate. HEETS can be chosen based on aroma, body and intensity. A lower intensity indicates round and refined taste sensations, whereas a higher one stands for richer tastes.

Some of the most popular heated tobacco flavors among IQOS legal age users include the HEETS Amber selection, a rounded, toasted tobacco blend with deep tobacco aroma note. Another popular heated tobacco flavor choice is the HEETS Yellow selection, a mellow and aromatic tobacco blend coupled with effervescent zesty aroma notes. And for menthol fans, the HEETS Turquoise selection offers crisp menthol cooling coupled with a lightly toasted tobacco blend and enriched by subtle zesty aroma notes.

To explore all our HEETS flavors

We know that IQOS legal age users choose to explore new taste sensations. That’s why we are constantly expanding our variety of HEETS, so that there is a heated tobacco flavor or taste experience for every IQOS legal age user to discover.

If you use the same stick for a long time, our "What is your flavor?" QUIZ can help you find out what other flavors you may like.

To find out more about our IQOS devices

1Source։ PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February 2021. (excluding China and US).

2 Source։ Status as of February 2021. Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market.

3 Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).

4 Source։ PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of October 2021. IQOS users who have completely quit cigarettes and for whom HeatSticks represent more than 70% of their past 7-day tobacco consumption.

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