The idea of heating tobacco instead of burning it has been around for some time. After years of research and development at Philip Morris International (PMI), it finally came to life, offering our innovative alternative to traditional cigarettes for adults who would otherwise continue to smoke or use other nicotine products.

A cigarette has to be lit in order to be smoked. It burns at a high temperature at the tip of the cigarette, but can reach even higher temperatures during a puff. It is the action of burning that releases most of the harmful and potentially harmful chemicals into the smoke that is inhaled by a smoker.

On the contrary, PMI’s tobacco heating device IQOS heats up processed tobacco at lower temperatures, releasing tobacco flavor with no fire, no ash, and no smoke. By heating instead of burning the tobacco, the IQOS tobacco heating system doesn’t create smoke and emits on average 95% lower levels of harmful chemicals compared to cigarettes.1

Another advantage of IQOS is that since it produces less smell than cigarettes, it is less likely to bother people around you. By heating tobacco instead of burning it, IQOS does not produce second-hand smoke.

What are tobacco heating products?
Tobacco heating products do exactly what their name suggests: they heat tobacco instead of burning it.

There are many heat-not-burn products out there, but IQOS is the brand with the number one heated tobacco product in the world.2 Equipped with innovative HeatControl™ Technology, IQOS heats tobacco without burning it. This delivers a high-quality tobacco experience, without any fire or ash and with less lingering smell on your hands, hair and clothes than cigarettes.

IQOS and lil heat-not-burn devices
Currently there are several different IQOS and lil SOLID heated tobacco devices to choose from – such as, IQOS ORIGINALS DUO and lil SOLID 2.0. IQOS ORIGINALS DUO has a separate holder and charger, while lil SOLID has those components integrated as an all-in-one device. These different options allow adult users to select what best suits their lifestyle.

IQOS Our most advanced IQOS device available in Armenia, is IQOS ORIGINALS DUO. The IQOS ORIGINALS DUO holder provides two consecutive tobacco experiences without the need to recharge the holder and 20 tobacco experiences overall before the need to recharge the pocket charger; it’s equipped with our fastest charging holder to date (only 1 minute and 50 seconds to the first use) and comes with over many customization options thanks to our wide range of IQOS accessories.


lil SOLID is a all-in-one heated tobacco device that uses a pin to heat tobacco from the inside. It provides 3 consecutive uses and up to 25 sessions3 in a single charge. Like IQOS, lil SOLID emits 95% less harmful chemicals compared to cigarettes. 1

Compare all IQOS devices

How do IQOS heat-not-burn devices work?

All IQOS heat-not-burn devices work in the same way: first, insert the HEETS stick into the holder. Next, push a button to turn on the heater and then draw on the heated tobacco stick. Once the HEETS stick is finished, simply remove it from the holder and dispose of it.

Our commitment to high quality
Providing IQOS legal age users with a high quality tobacco experience is our key focus and the way we prepare tobacco is what makes the difference. The tobacco inside every HEETS is specially prepared using a unique patented processing method called ‘cast leave process,’ necessary to optimize the tobacco for heating. In this process, tobacco leaves of the highest quality are grounded into powder and then reconstituted into tobacco sheets. These sheets are crimped and made into a tobacco plug which, when combined with all the other parts, creates a HEETS stick.

HEETS tobacco sticks for IQOS devices provide taste experience close to a cigarette and come in different tobacco flavors ranging from rich to refined, including tobacco with menthol and new aromatic blends. We’re sure that among our HEETS selection each IQOS legal age user will discover the HEETS flavor that matches their taste.

1Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

2Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February 2021 (excluding China and US).

3Subject to battery performance degradation and conditions of use.

Recent articles

Exchange of old device to new IQOS ILUMA
Read more
Celebrating your story of love, express your attention and care  
Read more
Gift cards for smoke-free alternatives
Read more
Holiday mood at our point of sales
Read more