IQOS is an electronic device that heats real tobacco, offering true tobacco taste & cigarette-like satisfaction.

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Real tobacco, heated.
No burning. No liquid.

The majority of smokers who switch to IQOS completely quit cigarettes.*

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research

What is IQOS?

What is IQOS?

Unlike a vape product, which uses liquid, IQOS is an electronic device that heats real tobacco for a more satisfying taste experience.

What is IQOS?
Satisfaction, Low Cost, Less Risk

Real satisfaction.

IQOS heats real tobacco, offering true tobacco taste and cigarette-like satisfaction*.

Less cost.

20 HEETS tobacco sticks cost £5.50 RRP, less than half the average price of a pack of cigarettes**.

Less risk.

Switching completely to IQOS presents less risk to your health than continuing to smoke***

Important information: IQOS is not risk-free and provides nicotine, which is addictive.

***Source: Based on the totality of evidence available for IQOS in comparison with continuing to smoke.

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*Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under conditions (ambulatory).
"**Assumes average price of cigarettes at £11.18 per pack. Source: ONS dataset. Average price - Cigarettes 20 king size filter, 2020."


The IQOS 3 Duo is enhanced with vibration alerts and improved LED illumination and has a compact and ergonomic design.

Best of all the IQOS 3 DUO Holder provides two back to back consecutive uses without the need to recharge.

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IQOS 3 Duo
What are Heets?

What are HEETS?

HEETS are specially designed real tobacco sticks that are heated by your IQOS device – rather than burned like conventional cigarettes. HEETS are available in a range of nine expertly crafted variants which can be purchased online at

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How is IQOS different from e-cigarettes/vaping?

Both IQOS and E-Cigarettes are different from smoking as they do not burn anything. E-cigarettes create a vapour from a liquid containing nicotine while IQOS creates a vapour from a HEETS tobacco stick, which contain real tobacco.

How do I clean an IQOS device?

It’s easy. Once a day, remove the cap from the Holder, insert the supplied brush and give it a twist. If there’s any tobacco stuck in there, rotate the device and give it a gentle tap. After every 20th HEETS, do a deep clean, using the cleaning sticks.

How long does it take to use one HEETS tobacco stick? How many puffs?

Each HEETS tobacco stick can be used for up to six minutes or 14 puffs, whichever comes first. This is comparable with a standard cigarette.

What happens when I run out of tobacco sticks?

IQOS is designed to be used with HEETS tobacco sticks which are available in nine flavours: Russet, Sienna, Teak, Amber, Yellow, Sienna caps, Blue, Green, Turquoise. HEETS can be purchased online at