The science and vision behind IQOS.
IQOS is the combination of science, technology and vision.
Why heating instead of burning.
Technology – the world revolves around it. Over the years, it has radically changed our lives for the better. The way we work, the way we communicate, the way we travel. By combining science and technology is how we developed a better alternative to continued smoking.
IQOS is changing for the better the way adult smokers, who would otherwise continue to smoke, can enjoy tobacco.
IQOS HeatControl Technology prevents tobacco from burning, which means it can release tobacco taste without burning it.
Cigarettes burn tobacco, reaching high temperatures and producing ash and smoke. IQOS, on the other hand, heats the tobacco to a significantly lower temperature without burning it, using HeatControl™ Technology. IQOS controls the heating to give you the taste of smokeless and ashless tobacco, making it a viable choice over continuing to smoke.
Switching to IQOS.
Our studies show that the satisfaction of those who switched completely to IQOS is comparable to that of those who continued to smoke cigarettes.* Discover more about our scientific assessment journey.
* 3-month clinical study conducted in US and Japan with 160 adult smokers each, under near real-world conditions.
Long term studies.
Once IQOS is available in the market, the research moves from being conducted in a pre-market setting to a real-world post-market setting. There, we look at how the product is being used and by whom in order to complement our pre-market findings and to do our best to identify and prevent use or uptake by unintended audiences.