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iQos Review – How good is Heat not Burn anyway?

iQOS review

Over the last two years Heat not Burn products have gone from being an experiment on sale in a few selected test markets to an increasingly mainstream product. Several devices are on sale or in consumer testing, and public awareness of the technology is growing fast. There are quite a few exciting systems out there now, but the global leader has to be Philip Morris’s iQOS.

IQOS Special Offer

iQOS is the latest incarnation of PMI’s heated tobacco stick concept. The basic idea is that a short, cigarette-like tube containing a filter and processed tobacco is inserted into the end of a small electronic device. The device heats the tobacco to around 350°C, hot enough to release a vapour but not to cause combustion.

Early versions of the technology didn’t do very well in testing, but modern batteries and charging systems have made a huge difference. The technology has caught up with PMI’s ambitions for the concept, and the new version is proving to be a big success. Japan was an early test market, and iQOS has already built up a 13% share of the country’s tobacco sales. Even better, almost all users were already smokers and over 70% of them have completely switched to iQOS.

Heat not Burn UK first managed to test an iQOS at the Global Forum on Nicotine in June 2016. That was only a short trial of a few sticks – not the best sticks, either – but it was enough to prove to us that this was a device with a lot of potential. Since then we’ve had a lot more experience of iQOS, including a visit to PMI’s research centre in Neuchatel to see how the tobacco-filled Heets are made. In fact this site is now offering some great deals on iQOS and Heets.

Introducing iQOS

iQOS itself is a very compact and sleek device. It’s much smaller than a modern e-cigarette, roughly the size of the battery from a vape pen. It’s also simple; there’s just an LED and a button. A hole at one end lets you insert a Heet. This isn’t built for hobbyist vapers, who love being able to fiddle and customise; it’s aimed at smokers who want something that’s as close as possible to being as simple as a cigarette.

The device feels solid and well made, and the body is covered in a soft, comfortable rubberised finish. It also comes with a personal charging case; after each session the iQOS slips neatly into the case, and the case’s battery tops up the charge in the device. That’s an essential feature, as we’ll see.

Heets – the cigarette replacement

The iQOS, for all its neat efficiency, is just a sophisticated heater. What really makes the system work is the Heets you feed iQOS with. These look like short cigarettes (although they’re very different inside) and come in packs of 20, so buying them is a familiar experience for any smoker. In fact so is handling them; apart from the length they look and feel exactly like cigarettes – so much that, five years after quitting smoking, almost every time I take a Heet out of the pack I instinctively stick it in my mouth.

Don’t do that. Instead, insert it into the hole at the top of the iQOS. It looks like this might be fiddly, but in fact the hole is shaped to make Heets easy to insert. There’s a bit of resistance for the last half inch, because a blade at the bottom of the hole will be slicing into the plug of tobacco. This blade heats up to create the vapour.

Once the Heet is in place, just press the button to turn it on. As soon as the LED starts blinking green, the heater is active. In less than a minute it will stop blinking and glow steadily. At that point all you have to do is start puffing. After ten or twelve puffs the LED will blink again, and the device will automatically turn itself off.

Now selling IQOS and HEETS

Does it work?

The big question, of course, is what it’s like to use. Can it really replicate the feel of smoking an actual cigarette? This is obviously going to depend on how much flavour, throat hit and nicotine the vapour provides, as well as how much vapour there actually is. The good news here is that iQOS can indeed replicate a cigarette pretty well; it’s certainly close enough to be a satisfying substitute.

I did have a few doubts after my first trial in Poland. I used to smoke Marlboro Red, and then when they became too weak and bland for me I switched to West Red, a terrifyingly harsh German brand. I was never a fan of light or menthol cigarettes, so of course the only Heets available for my first iQOS experience were mild menthols. That meant I found it less than satisfying, but I gave the device itself the benefit of the doubt and blamed it on the sticks.

It turns out I was right to do that, because when I next tried iQOS there were Amber Heets available; they’re a much stronger, plain tobacco flavour that’s quite close to a Marlboro. At that point I was totally convinced; this device works. The vapour it produces is rich and warm, there’s enough of it to satisfy a smoker (although it doesn’t compare to a modern high-powered e-cigarette) and it doesn’t leave much of a lingering tobacco smell either.

The best thing of all is how closely using an iQOS mimics smoking. Once you have a Heet in and warmed up, all you have to do is pick it up and puff. There’s no fire button to worry about, and no tank to refill. It also feels right. Of course, it’s larger and heavier than a cigarette – but it’s close enough that you can hold it like one. The filter on a Heet also feels exactly like a cigarette filter; in fact replicating the feel is really the only reason it’s there. You don’t need to get used to the feel of a hard metal or plastic mouthpiece.

iQOS holder

The verdict

Overall, iQOS is a very impressive device. A lot of time and resources have gone into developing it, to get it as close to the smoking experience as possible. Its battery life is short, but the charging case gets round that easily. Using it is simple, efficient and satisfying. If you need any proof of that, just look at how many converts it’s picking up. iQOS is now on sale in over twenty countries, and there are already millions of happy users all over the world. If you want to quit smoking, but e-cigs don’t do it for you, this clever heated tobacco product is the way ahead.

Want to make the change today from years of smoking combustible cigarettes? Then click the banner below to be taken to our UK based online store where we are now selling the new iQOS starter kit complete with 60 HEETS for just £49! You will struggle to find a better deal on the iQOS than this. 😉

IQOS special offer

This review, originally written in July 2016, has been revised and updated because we have a lot more experience of iQOS now.

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We are now selling iQOS and HEETS.

Selling iQOS and HEETS

IQOS white and navy devices

Heat Not Burn UK, not satisfied with being the most comprehensive blog in the world on everything there is to know about Heat Not Burn are now actually selling the superb iQOS system along with corresponding HEETS tobacco sticks.

We currently have a special offer on all iQOS kits and that is the special price of just £49 for either a navy or white iQOS starter kit along with 3 packets of HEETS! The recommended retail price for the iQOS is £99 so our price of £49 for the starter kit and 3 packets of HEETS (60 sticks) is a fantastic offer!

Shipping is either with APC, Royal Mail or Royal Mail International and all orders are sent out very promptly.

Also every iQOS kit sold comes with a no-quibble 1 YEAR GUARANTEE too, click the banner below to be taken to our online store.

 

Now selling IQOS and HEETS banner

 

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Heat not Burn UK exclusive – BAT Glo review

bat glo review

If there’s a bad thing about heat not burn it’s that the latest products aren’t widely available yet. That’s slowly changing as they roll out across new markets, but when we reviewed iQOS last summer it was only on sale in a handful of countries – and the UK wasn’t one of them. Obviously we were very excited about doing one of the first UK reviews of a product that’s turned out to be a real game changer.

Well, now we’ve done it again. British American Tobacco’s new Glo is only available in Japan and South Korea right now, but Heat Not Burn UK have managed to get our hands on one and, as promised, it’s now been through a full review.

You might remember that we did a preliminary review of the Glo a while ago. That was interesting, but it did have some limits. The main ones were that it was a borrowed device, there weren’t many sticks with it, and the person who actually had it was at the other end of a Skype conversation and half way down a bottle of wine. It did give an idea of what Glo was like, but couldn’t match up to actually having one right here to play with and use regularly for a couple of days.

Anyway, on to the review:

Hands-on at last!

Unlike the last time we reviewed a Glo, this one came with the full retail packaging. The lid of the sturdy box comes off to reveal the Glo itself in a plastic tray; lift the tray out and you’ll find another one holding a USB cable, cleaning brush and warranty card.

BAT Glo box unpacked showing contents
Glo, unpacked.

Glo looks and feels very different from the iQOS. Instead of a slim tube about the size of a medium cigar, it’s more similar to a single-18650 box mod. In fact, although I haven’t taken it to bits, I suspect that’s what powers it. The wider edge of its nicely round aluminium body is exactly the right size to hold an 18650.

BAT Glo side view showing buttonThe device feels well-made and solid, without being too heavy – it’s noticeably lighter than a slightly smaller box mod. The end caps are grey plastic, with a glossy finish on the top one. The top cap also has a cover that slides open to reveal the NeoStik holder. On the bottom there’s a micro-USB charging port and a small plastic flap with a ring of tiny holes in the middle. Closed, this allows enough airflow for the device to work; slide it towards its hinge and let it go, and it springs open to allow access for the cleaning brush.

BAT Glo showing bottom opening for cleaning
The bottom cover opens for cleaning.

Apart from that there isn’t a lot to see. Everything is operated by a single metal button on the front of the device, set in an LED-illuminated ring. Well, I say “everything” but there isn’t really much to control except for turning it on.

To use the Glo, all you have to do is slide the top cover back and insert a NeoStik into the hole. Push it down until there’s only about an inch sticking out the top – it sometimes seems to stick a bit near the bottom, but you won’t break it. Then all you have to do is press the button and wait.

Glo seems to heat up slightly faster than iQOS – probably because it only goes to 240°C, instead of 350°C – and you can easily tell when it’s ready. Firstly, the LED ring around the button progressively lights up; when it’s fully illuminated you’re ready to go. Just in case you get distracted the device will vibrate and buzz when it’s at running temperature. Then all you have to do is start puffing.

When the device thinks the stick is done it will vibrate again and turn itself off; just pull out the stick, dispose of it and close the top cover. If you use it the way you’d smoke it runs for long enough to take ten or a dozen puffs – just like a cigarette. The question is, does it deliver the same experience?

Using the Glo

My Glo came with two packs of NeoStiks, one each in Menthol and Bright Tobacco flavour, both carrying the Kent brand. I played with the device for a few days, vaping a menthol stick every couple of hours as a change from my e-cigs – my plan was to keep the regular tobacco sticks for a full-day trial, as I was never a menthol smoker. I also cut one of them up for the last article.

I have to say, though, the menthol sticks were pretty good. The taste and sensation they delivered were exactly like a Consulate or Marlboro menthol, so these sticks are a definite win. If you smoke menthols right now, I think you’re going to like the Glo.

BAT Glo with Neostik inserted
Ready to go!

Anyway, last Friday morning I made sure the Glo was fully charged, put all my e-cigs away in a cupboard for the day, and broke out the bright tobacco sticks. I loaded one into the device, hit the button and waited for it to heat up. Then I vaped it.

Well, it was pretty good. It wasn’t like the high-tar cigarettes I used to like, but if you smoke Marlboro Gold it’s very close to that experience. There’s no shortage of nicotine hit, and the vapour replicates the taste of cigarette smoke very well.

One stick isn’t much of a test though; what I wanted to know was, could I use the Glo all day? Would it be satisfying enough to keep a smoker off the cigarettes? So, after my first stick, there were nineteen more to go. And I got through them all.

It worked, too. At no point did I feel that the sticks weren’t satisfying enough, and I usually sub-ohm 24mg e-liquid. I found myself reaching for the pack of sticks about every 40 minutes through the day. Using it was easy, too, and I didn’t find the short wait for it to heat up all that annoying. Once a stick is finished you can just drop it in the bin – there’s no need for ashtrays, and you won’t get flakes of ash all over the place either.

One thing I did notice was that there’s a distinct tobacco smell. By the end of the day my office smelled as if someone had smoked a couple of cigarettes in it. That was completely gone by next morning, though, with no stale aroma hanging around. Would it become more persistent if you used Glo every day? I don’t know the answer to that one.

Compared to iQOS the Glo isn’t quite as satisfying, probably because of its lower running temperature. To compensate, it’s a lot easier to use because you don’t need to worry about battery life so much.

When we first discussed the Glo, one interesting point was the claimed battery capacity. iQOS needs to be recharged frequently; the larger Glo packs in a lot more power storage, and BAT said a single charge would be enough to vape more than 30 NeoStiks. I admit to being sceptical about this, but it’s true.

After vaping a full pack of twenty sticks, the power indicator – that LED ring around the button again – showed the battery still had half its charge left. That’s pretty impressive, and means a single charge should keep a Glo in action all day.

Our verdict

Does Glo deliver exactly the same experience as smoking? Not quite – but it’s very close. If e-cigarettes don’t quite do it for you this gadget will definitely be worth a try when it starts appearing in your market.

IQOS special offer

 

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iQOS Update – What’s Inside A Heet

iQOS update

One of the most popular pages on this site is our review of Philip Morris’s innovative iQOS device. That’s not much of a surprise, because iQOS has probably had more publicity than any other Heat not Burn product and it’s also the most widely available. It’s steadily rolling out beyond the first test markets and can now be bought in the UK, Spain, the Netherlands and several other countries; before too long it will be available globally, and I think it’s going to be a huge success.

When Heat not Burn UK first tested the iQOS the only sticks that came with it were mild menthols. Those were not as satisfying as they could have been, but did prove the concept. Happily, during our visit to PMI’s research centre at Neuchatel a couple of months ago there was no shortage of them in all flavours, and I got the chance to try an iQOS with a full-strength stick. I’m happy to report that it was very close to the experience of smoking a Marlboro, and an excellent substitute in every way.

Now selling HEETS banner

Sticky Stuff

Obviously, what made the difference between “Meh, this is okay” on the first iQOS test and “Wow!” on the second one was the sticks it was being fed with. That means it’s probably time to look at the sticks themselves in a bit more detail.

The baby cigarettes that go in the end of an iQOS were originally called HeatSticks, but they’ve now been rebranded as “Heets from Marlboro”. Currently Heets come in three flavours – Amber, which roughly equates to full-strength Marlboro Red; Yellow, a lighter Marlboro Gold; and Turquoise, the mild menthol version. As far as I can tell these all have the same nicotine content, and the only difference is in the flavour.

Anyway, I just called them baby cigarettes. They’re not. Yes, they look like baby cigarettes, and they come in a tiny pack of twenty, but you can’t stick them in your mouth and fire them up with your trusty Zippo. That just won’t work. Even if it did work it would be pretty pointless, because the whole idea is that you don’t burn the tobacco.

In fact there really isn’t a lot of tobacco in there to burn, anyway. Looking at a Heet, you can see that the filter seems to take up about three-quarters of its length:

HEET cut open showing inside
There are quite a few bits in here.

Not Just Tobacco

It’s not quite this simple, but we’ll come back to that. What’s in the other quarter is the stuff that gets heated, and I’ve actually had the chance to watch it being made in the factory at Neuchatel. PMI made me promise not to put all their trade secrets on the internet, but I can tell you the basics. What they do is blend selected tobaccos to get the flavour they want, then grind them to a fine powder. This is then mixed with water and some other ingredients – vegetable glycerine to keep it moist and generate the vapour; natural cellulose fibres to bind it; and guar (a natural gum) to hold the whole lot together.

This liquid mixture is sprayed onto a conveyor belt, run through a dryer then peeled off in thin sheets. The brown stuff in the end of a Heet is those sheets, rolled up like tobacco leaves in a cigar. When you load a Heet into your iQOS a steel blade in the device cuts into the roll, and when the blade heats up it creates the vapour for you to inhale. That vapour is mostly VG, loaded with aromatic flavours from the tobacco – which is why iQOS can replicate the flavour of a cigarette in a way that e-cigs can never quite manage.

So what else is in a Heet? Well, it’s not just the filter. In fact the filter itself is very short, as you can see:

Showing the separate contents of the HEET
From left to right: The tobacco, hollow tube, PLA and filter.

The actual filter is even smaller than the plug of tobacco at the other end, and it’s really only there to give you the familiar feel of a cigarette filter. Because iQOS doesn’t produce all the harsh combustion compounds you get from a cigarette there’s no real need for much filtration, so it can be very short. In fact if it was much longer it would probably soak up a lot of the VG vapour that you want to inhale.

After the filter is a loose roll of PLA, a very stable, food-safe plastic material. This is what does the real work; it slows the vapour down without absorbing it, giving it time to cool to a more pleasant temperature before you inhale it. This takes up almost half the length of the entire Heet.

Between the PLA and the tobacco is a short length of hollow tube, made of a similar material to the filter. As far as I understand it this is mainly to keep the blade away from the PLA and give the vapour a clear path to start its journey through the Heet. Then finally, at the end, you’ll find that little plug of tobacco.

Small But Complicated

So a Heet might look like a cigarette, but inside it’s a bit more complicated. This, and the fact they’re so small, means they’re also trickier to make; PMI had to do some creative rebuilding of some old but reliable cigarette-making machines to come up with something that would make Heets.

All this effort has paid off, though. It might be tiny, but a Heet will give as many puffs as a full-size cigarette. If you get the strength that suits you those puffs are just as satisfying, too. I had a few lingering doubts about iQOS after my first experiment with it in Poland last year, but using an identical device with Amber Heets was a totally different experience.

What’s most exciting is that, while iQOS isn’t the first generation of this technology, it’s still at a relatively early stage; there’s a lot of potential for development in there. I’m increasingly sure that HnB products like this have a very bright future in front of them.

If you are thinking of making the switch then please visit our online store today, click the banner below for more details. We sell everything you need to get you started and at a fantastic price too, come and try the future today!

IQOS online special

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Buy an iQOS with 60 HEETS for just £49.

IQOS

Here at Heat Not Burn UK we are very passionate about harm reduction and that is one of the reasons that we have embraced the iQOS more than any other heated tobacco device, it is in our own humble opinion the best heated tobacco device currently on the market bar none.

Well we have now teamed up with a very good UK dealer and are able to offer up a fantastic deal on the PMI iQOS.

The deal we are able to offer is a complete iQOS starter kit in either navy or white complete with 3 packs of HEETS (60 sticks) for the fantastic price of only £49. The R.R.P of the iQOS is £89 and the cheapest you can get HEETS for is around £7 so this deal would normally be retailing at around £110 but right here on this website you can get that all for just £49 for a limited period.

If you are fed up of smoking traditional cigarettes then this is the perfect opportunity to take advantage of a great offer. PMI (Philip Morris International) already know that the traditional cigarettes days are numbered, why not come and join the revolution?

All iQOS starter kits are genuine, come with a one year “no quibble” guarantee, our shipping is fast and our customer service is second to none, what’s not to like?

As for the HEETS they are available in 3 different flavours: Amber is for the smoker who prefers the full strength taste, yellow is more of a smoother flavour and for any fans of menthol then our Turquoise HEETS are perfect!

Also if you are just looking for genuine HEETS on their own we sell them too and you can buy a carton of ten packs for just £70, which works out at £7 a pack.

Click here to be taken to our online store!

IQOS online special offer

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Bad news: FCTC will declare war on heat not burn

FCTC

Bad news: FCTC will declare war on heat-not-burn (they just haven’t gotten organized yet.)

by Carl V Phillips, PhD.

The World Health Organization’s Framework Convention on Tobacco Control (WHO’s FCTC) is the most influential tobacco control enterprise in the world. Consumers in rich Western countries may not often notice FCTC’s impact because their dominant domestic tobacco control, such as the FDA in the US, are large and powerful enough to set their own agenda. But even in the West, FCTC’s agenda creates marching orders that a lot of tobacco control organizations follow. Thus, all heat-not-burn consumers should feel some trepidation about FCTC slowly getting organized to attack them. Their next attempt to attack heat not burn will be at the upcoming eighth session of the Conference of the Parties (better known as COP8) taking place in Geneva, Switzerland from 1st to 6th October 2018.

That “slowly” is the good news here. FCTC is a morass cheap-talk meetings, position statements, and bureaucracy (in the pejorative sense of the term). In theory it is an international treaty, but in practice it is a reactionary collection of people who would rather complain and make excuses for their failures than actually do the hard work needed to accomplish their goals.

The bad news is also embedded in that characterization, in “reactionary” and “their goals.” As I previously explored in detail, tobacco control in general, and FCTC in particular, is primarily concerned not about affecting consumers, let alone helping them, but with hurting what they call “the industry.” This mythical monolithic actor includes everyone who sells tobacco products, and if convenient for them, is expanded to include any consumer advocate or anyone else that questions their diktats. FCTC officially claims their goal is improving health, but this simply is not true, as evidenced by their active opposition to promoting the substitution of low-risk products for cigarettes.

They do not even recommend that policy interventions focus on cigarettes and other high-risk products. Instead, they explicitly insist that the same effort be devoted to discouraging all product use, regardless of risk. For example, they explicitly state that tax rates be the same on all products. While this is technically nonsense (what tax rate on a tin of snus or bottle of e-liquid is “the same” as a given tax on a pack of cigarettes?), the spirit of it is a clear lack of concern about health. One of the reasons so many Japanese switched to heat-not-burn is its favorable tax treatment (which might end).

FCTC declares their goals are diametrically opposed to those of industry, and spend as much energy focusing on attacking industry as on all anti-smoking policies combined. In some sense this is good news, because it slows them down a lot. But it makes them entirely reactionary, defining their policies in terms of industry actions: Whatever “the industry” tries to do, FCTC tries to interfere with. This is especially true for the major tobacco companies, which is to say, the companies that have introduced heat-not-burn devices. It does not matter to FCTC that people, not companies, want and use heat-not-burn; in their mind, attacking heat-not-burn use is attacking PMI and BAT. Consumers are an afterthought for them, at best.

One might hope that FCTC’s relative silence suggests they are not entirely opposed to a low-risk product that replaced almost 20% of the smoking in Japan and has made impressive inroads in other countries. But keep in mind that they did not get around to seriously attacking e-cigarettes until the last couple of years. They are slow, not flexible.

Amusingly, some of FCTC’s most emphatic policy recommendations focus on setting up research centers, what someone might call spy agencies, devoted to reporting on industry activities in a particular country or region. FCTC calls this “monitoring,” and the goal is to strangle innovations in their crib and be ready to “respond to myths created by the tobacco industry” (by which they mean “contradict anything said by industry, regardless of whether it is true or not”). The obvious subtext is “we blew it on e-cigarettes, and are only now managing to trick people into believing they are dangerous, so we have to get ahead of the next innovation.”

Of course, they already failed to do that with heat-not-burn. These are not good spy agencies. Their expensive monitoring efforts would have been more effective if they just had on staffer whose job it was to read Twitter.

Still, whatever industry wants to sell, FCTC will want to stop, and they will probably get organized about heat-not-burn over the next year. Their catch-up playbook is easy to predict based on what happened with e-cigarettes. It includes pressuring countries where the products are not yet popular to preemptively ban them, spreading disinformation about risks from the products, and demanding that all anti-cigarette efforts be expanded to cover the new product. Indeed, they will probably push for anti-cigarette efforts to be redirected to focus more on the low-risk product than on smoking.

The only policy area in which the FCTC agenda differentiates among tobacco products is smoking place bans, because the ostensible goal is trying to protect people from environmental smoke (never mind that their policies do not really protect people). They will inevitably lobby governments to include heat-not-burn products in all smoking place bans, even those that do not cover e-cigarettes.

To finish on a more optimistic note, regulators in many rich countries are much friendlier with big corporations than with their smaller competitors. FCTC hates PMI and BAT far more than they hate the independent vapor sector (though they are quite happy to destroy the latter also). US FDA, by contrast, has an institutional preference for dealing with big companies who can navigate the agency’s kafkaesque procedures. They would prefer to eliminate small vapor product companies (and are on a path to do so) and deal only with the majors.

FDA recently approved the sale of BAT’s current Eclipse heat-not-burn products, based on them being “substantially equivalent” to long-extant, though barely noticed, RJR products (as of last year, RJR is a wholly-owned subsidiary of BAT). They did not have to do this, and have denied “substantial equivalence” applications by smaller companies for reasons that could have been used in this case.

On the other hand, FDA is still sitting on PMI’s application to sell iQOS as a “modified risk tobacco product,” a more onerous approval process than “substantial equivalence.” They are already in violation of the legal deadline for responding to the application, and anything could happen. But the Eclipse approvals bode well. Positive outcomes can be expected in rich countries with self-confident regulators (and thus ignore FCTC pressure) who have a cozy relationship with big business. Unfortunately, most of the world’s smokers have little protection from the FCTC.


As passionate as we are about reduced risk products Heat Not Burn UK will campaign strongly for your own personal right to choose when it comes to harm reduction, as we believe the more options out there the better.

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Another New Gadget – the NOS Tobacco Vaporizer

NOS Tobacco Vapouriser

When Heat not Burn UK launched, we had a real struggle finding new devices to talk about. There was the iQOS, and then there was . . . OK, there was the iQOS, and that was pretty much it. We looked at a couple of loose leaf vaporizers, which turned out to work pretty well with tobacco if you prepare it the right way, but as far as purpose-made HnB devices went, iQOS was really the only game in town.

That’s changing now. Chinese manufacturers are starting to come up with their own designs and it’s all getting quite exciting. I’ve already tested a couple of new devices from China this year – the iBuddy i1 and EFOS E1 – and recently I got another one to play with. The new toy is the NOS from Shenzhen Huachang Industrial Company, and like the other two it used PMI’s Heets. It also has a couple of interesting features that made me very keen to try it out. I’ve spent the last week giving it the usual HnB UK test, and now I’m going to tell you all about it.

The Review

The NOS comes in a sturdy and attractive cardboard box. The outer box is in two halves that were sealed with a sticker; once I’d cut that and pulled the halves apart a flap was revealed, with the NOS underneath in a little foam nest. Lifting the foam out, I found a warranty card and quick start guide, and under those was another layer of foam holding a USB charger and plug, some cleaning sticks and the heating coil, which needs to be installed before using the device.

Once I’d pawed through everything in the box I took a look at the device itself. The NOS is quite small – a fraction of an inch longer than an iQOS, and a lot less bulky than most  of the others I’ve looked at. Its mostly rectangular body looks like a very small box mod with an oversized iQOS cap attached to the top. Just below the cap the body swells out slightly into a thumb rest with the power button set into it, and below the thumb rest is a small OLED screen and two more buttons. There’s a micro USB charging port in the base, and that’s it in the way of controls.

As well as being small the NOS is also light. The body is all plastic – there are a couple of panels set into the sides with a carbon fibre pattern on them, but those are just for decoration. However, it seems solid and well put together, with an overall quality feel to it. Inside is a built-in 1,100mAh 18500 battery. The top cap can be easily removed to give access to the heating coil; just twist it slightly anticlockwise and a spring will pop it off. That reveals a well that the coil simply screws into; then simply push the cap back down against the spring and twist it clockwise to lock it back into position.

I was impressed right away at the removable coil. Like the iQOS, the NOS uses a blade to heat the tobacco, but in this case the blade is made of ceramic. That should give it a longer life than a steel blade – Huachang say it’s good for more than 5,000 sticks – but does make it a bit more fragile, so don’t twist Heets as you insert or remove them; you could snap the blade off. To protect it, the blade is mostly hidden inside the body of the coil. When you fit the top cap to the device its inner tube pushes down a spring-loaded platform to reveal the blade.

Now let’s talk about that OLED screen and the two buttons below it. You might remember from my review of the EFOS that it has two temperature settings (one of which is hot enough to char the tip of the Heet), but with that exception HnB devices run at a fixed temperature. The NOS is different. It’s the first HnB product with a real temperature control capability. Those two little buttons let you adjust the temperature from 300°C to 400°C in five degree increments, so you can customise your vaping experience to suit your own preferences.

The NOS in action

Obviously I was pretty keen to try that out, so I topped up the battery – it takes less than an hour to put in a full charge – and broke open a pack of Bronze Heets. The first one fitted easily down the end cap, and I fired the NOS up by pressing the power button five times.

This is where I started to get seriously impressed. The screen lit up and a NOS logo briefly appeared, then the word HEATING. Nine seconds after the last press of the button that changed to WORKING – and so it was. The NOS heats up even faster than the Lil, which is rather nice.

As for how it vapes, I had no complaints there either. The taste wasn’t quite as good as the iQOS, and I have no idea why – I was using exactly the same Heets in both devices. There was plenty of vapour, though, and there was nothing wrong with the taste; the iQOS just seems, to me, to have a slight edge there.

Once it’s up and running the NOS will work for four minutes or twelve puffs, whichever comes sooner. You’ll get a warning buzz five seconds before it shuts down, which just gives you time to grab a final puff.

As far as battery life goes, well, it’s OK but not spectacular. A full charge is good for about ten to twelve sessions, and then you’re going to have to plug it in. It’s not as good as either the iQOS’s portable charging case or Lil and iBuddy’s day-long power capacity, but it’s not actively bad – and it lasts as long as the EFOS despite being a much smaller, neater package.

Anyway, let’s go back to the temperature control feature. This is very easy to use. With the NOS powered up, just press one of the buttons to bring up the display. This will be familiar to any vaper; there’s a battery charge icon,  large digits show the current temperature, and smaller numbers tell you the resistance and voltage (3.8V and 1.3Ω, I case you’re interested).

I ran a couple of packs of Heets through it at the default setting it came at, which was 325°C. Then I broke out another pack, set the device to 300°C and started to work through the pack, clicking it up by 5°C after each Heet. My reasoning was that with 20 Heets in a pack and 5° increments, I could test the full temperature range with a single pack and get an idea of how temperature affected the experience.

Well, I didn’t make it all the way. Not even close, in fact. Anything below 320°C was a bit on the weak side for me. Then I hit a sweet spot at 325°C – how it came out the box, in other words. It was even better at 330-335°, but then things started going downhill again. At 340° there was a vaguely unpleasant burned aftertaste, subtly different from the burned taste of an actual cigarette. At 345°C that was much stronger, and I can’t say I was sorry when it switched itself off. I wasn’t looking forward to 350° very much, and I was right – it was pretty horrible. When the NOS v2 comes out, I’d like to see it going from 300 to 340°C in two-degree increments, because a lot of its current range just isn’t going to get used.

Yes, we test these things pretty thoroughly

After my experiment in temperature control I dropped the power back to 330°C for the rest of the test, and confirmed what I already thought – at that sort of temperature the NOS delivers a very enjoyable vape. We do give these products a proper test, by the way. A typical review involves at least 100 Heets over several days, so the device needs to be cleaned and recharged several times. This isn’t just an unboxing and a couple of quick puffs for the camera.

Conclusions

So anyway, I ran over 100 Heets through the NOS; what do I think of it? Well, I think it’s pretty good! Bigger than the iQOS but smaller than everything else I’ve tried, and with a decent vaping quality, this is a real contender if you’re looking for a safer way to use tobacco. The temperature control feature is its real innovation, and while I don’t think the current setup is perfect it does start to give HnB users the degree of control over the experience that vapers already have. For a price of around $85, the NOS is definitely worth a look.

 

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So What’s A Pod Mod?

Pod mod

When I started writing about Heat not Burn I didn’t think it was going to be controversial. Well, I was wrong. The thing is, I’m a vaping advocate and my name isn’t exactly unknown in the e-cigarette debate. As far as I was concerned, HnB was all part of the same concept – a safer alternative to cigarettes that has the potential to save the lives of smokers.

Unfortunately, it seems not all vapers agree. Over the last couple of months there’s been an astonishing string of attacks on HnB by some people who, even if they’re just YouTube reviewers, really should know better.

The actual arguments these people use are silly, with a bit of ignorance sprinkled on top – did you know a Heet was just a cigarette that’s been dipped in PG? I sure didn’t, and I’ve watched them being made. There’s also a lot of conspiracy theory rubbish about how PMI are trying to take over vape shops by asking them if they want to sell iQOS. PMI have enough money that, if they wanted to take over vape shops, there’s a much simpler way to do it – just buy them.

Anyway, after a few conversations, I’ve worked out that what really annoys them is they think HnB is the “wrong” way to use nicotine. Part of that is that it that they use tobacco. It’s amazing how completely some vapers have swallowed the line that tobacco itself is bad, when in fact it’s just the smoke you should avoid. The involvement of the tobacco companies seems to cause a lot of tears, too; some vapers sound scarily like Deborah Arnott of ASH when they get onto the subject of PMI, BAT and all the other companies whose products they were happy enough to buy for decades. Lastly, some of them just seem to be vape snobs. If you’re not getting your nicotine from a boutique liquid, vaporised by hand-built coils powered by the latest high-end mod, you’re no better than a filthy smoker.

Well, I don’t care about any of this. I’m fine with tobacco, I’m too adult to blame the tobacco industry for all the cigarettes I freely chose to buy from them, and I’m not a snob. If someone couldn’t care less about fancy mods and liquids, and just wants a nice simple device they can pick up at Tesco’s tobacco counter, I’m fine with that. And this brings us, finally, to pod mods.

What’s a pod mod?

The first thing I should say about pod mods is that they’re not really mods; the name seems to have stuck to them because it’s sort of snappy and it rhymes. What they really are is the latest incarnation of the old-style cigalikes a lot of us started vaping with. The difference is that while cigalikes were awful, pod mods are actually rather good.

If you’ve already seen a pod mod you’re probably thinking that they don’t actually look very much like cigalikes. You’re right; they don’t. The basic concept is pretty much the same, though. They have a compact battery with an automatic switch, no controls, and the liquid is contained in a disposable cartridge (the pod) that snaps on to one end. There are three main differences, though:

  • Abandoning the cigarette shape lets them pack in a lot more battery capacity while staying slim and compact enough to be held like a cigarette.
  • The coils are a lot more powerful and efficient than a traditional cigalike
  • Using sealed pods, rather than wick-stuffed open cartridges, leaves space for a lot more liquid

So that’s the advantages of a pod mod over cigalikes; how do they compare to the typical devices used by experienced vapers like myself? Well, this is where things get subjective. I like my big, heavy, leaky devices. I spend most of the day at my desk writing articles and blog posts for you, so the fact my mod is stuffed with multiple 18650 batteries and is about the size of a half brick doesn’t bother me at all. All my tanks are a bit dribbly, and my favourite RDTAs tend to dump their entire contents if you tip them too far, but when they’re sitting on my desk that isn’t a problem.

On the other hand, when I actually have to go outside for some reason the e-cig I always reach for is my Vype Pro Tank, which is small, light and never leaks (and it’s sold by a tobacco company, if anyone cares). If I had an even smaller device that was still capable of delivering a decent vape, I’d take that. I’ve actually had some experience of this, thanks to a couple of pod mods I was given to test last year; I wouldn’t use them at home, but for going out and about they’re excellent. Here are some of the leading pod mods:

 

JUUL

JUUL starter kit

The pod mod everybody’s talking about right now (although mostly for the wrong reasons) is the JUUL. This ultra-slim device was only available in the USA and Israel, but it’s now available in the UK and the company, in between arguing with idiots who’re imagining an epidemic of teenage “JUULing”, is planning to roll it out around the rest of the world over the next couple of years.

JUUL is a tiny rectangular device with a USB port at one end, so it can be plugged directly into a laptop to charge. It’s fed on tiny leakproof pods that hold 0.7ml of liquid; the liquid itself is a bit special, and part of the reason for JUUL’s amazing success – it currently makes up 70% of e-cig sales in US convenience stores. Instead of the usual freebase nicotine it contains nicotine salts, which deliver a faster, cigarette-like hit, and it’s also very strong at 5% nicotine (although this has to be cut to 2% for the European market, thanks to the ridiculous EU TPD).

Heat Not Burn UK being all about harm reduction has a sister website that may well start selling the JUUL here  in the UK in the very near future, so watch this space!

MyBlu

MyBlu starter kit

Previously sold as the Von Erl until Fontem Ventures (part of Imperial Tobacco) bought the brand, MyBlu is about the same size as JUUL but has a more rounded shape. It’s also generally more conventional – it uses standard e-liquid at 1.6% concentration.

Mesh

IQOS Mesh

PMI’s Mesh is much larger than the JUUL or MyBlu (so it also has better battery life), but it’s exactly the same concept – you just plug disposable pods onto the end of the battery. I have one of these and it’s very good. It also produces more vapour than the other pod mods, so it might be a better option for anyone who’s used to conventional e-cigs.

iFuse

BAT iFuse

About the same size as the Mesh, BAT’s iFuse is a sort of hybrid – its pods contain a layer of finely shredded tobacco which is supposed to give the vapour a tobacco flavour as it passes through. It’s a great idea, but we’re not sure how well this pod mod actually works.

Pebble

BAT Vype Pebble

BAT’s Pebble is the most unconventional-looking of the pod mods. It’s shaped like the sort of flat stone you’d skip across a pond, and while it looks odd it’s also very comfortable to hold. There’s a nice big battery in there too.

 

So there are already a few pod mods to choose from, but the runaway success of JUUL means we can probably expect to see a lot more options appearing soon, as manufacturers jump on the bandwagon. Overall that’s great news, because pod mods are exactly what a lot of smokers are looking for – a reduced harm option that’s smaller and simpler than a conventional e-cig.

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The definitive ANTZ A to Z

A to Z

Here at Heat Not Burn UK we do sometimes like to have a bit if fun so we have decided to do our very own all time definitive ANTZ A to Z. We got quite a bit of help from people on Twitter with some of them and we would like to say many thanks for the help to all involved.

This is a light-hearted look into the mindset of the ANTZ (Anti Nicotine & Tobacco Zealot) and should not be taken too seriously.

 

A is for ANTZ – A person that is very anti nicotine and tobacco, but only the “wrong” kind of nicotine and tobacco, anything by big pharma is fine (patches, gums etc.) because the nicotine in a pharma product is extracted from 100 year old unicorn tears and isn’t that nasty kind of nicotine those filthy vapers and HnB addicts use.
B is for Bobblegom – A flavour very enticing to children, everyone knows that no adults like bubblegum. Same for candy flavours, no adult could possibly like candy flavours.
C is for Children – Used very well to justify hammering adults: WON’T SOMEBODY PLEASE THINK OF THE CHILDREN!!!
D is for Diacetyl – Found in older liquids (no respectable e-liquid manufacturer would use it today) but dragged up every time the ANTZ need a nice scare word.
E is for E.N.D.S – A crazy term used by tobacco control when talking about e-cigarettes (Electronic Nicotine Delivery System.) You can almost feel the spittle when they say it.
F is for Formaldehyde – Some arseholes dry burned the crap out of a CE4 and reported that it produced high levels of formaldehyde. The test was absolutely woeful as it wasn’t done under any kind of normal circumstances, very much a case of tailoring the results to suit the agenda, as always.
G is for Glantz – Absolute f**king lunatic famous for twisting data and lying constantly.
H is for Hysteria – Fake hysteria is a classic tactic used to make something sound a lot worse than it actually is. Americans tend to do fake hysteria a lot better than us Brits.
I is for Industry – Usually the EVIL TOBACCO INDUSTRY.
J is for JUULING – Worse than both crack cocaine and crystal meth causing widespread mythical destruction to THE CHILDREN
K is for Kids – Often abused by being coerced into some smoker bashing photo-op on Twitter. Disgusting behavior.
L is for Luddites – They don’t dislike new technology per se, just these new fan-dangled devices that are actually very effective. Big pharma new tech is absolutely fine of course, even if it doesn’t work.
M is for Money – What it has always been about, because it has never been about health that’s for sure.
N is for No safe level of <insert word here.> – An absolute classic used at every opportunity as a scare tactic.
O is for Onanist – Nasty word used against a Twitter user by someone high up in the ranks at the Faculty of Public Health when he’s at home drunk and on Twitter in his piss stained Y-fronts.
P is for Popcorn Lung – not a single case found in any vaper yet dragged out at every available opportunity even though it’s complete bullshit. There hasn’t even been a case in a smoker either. Originally a disease that affected people working in popcorn factories. It sounds horrendous, which is why the ANTZ love it.
Q is for Quintoxic – Look it up. 😉
R is for Rabid – 1. having or proceeding from an extreme or fanatical support of or belief in something.
S is for Simon Chapman – If there has ever been a man more dangerous to the health of the public we’ve yet to see one. Has never seen an anti-ecig Tweet that he didn’t like.
T is for Tobacco Control – An evil cult that through lies and deception causes way more harm than good. Should be disbanded.
U is for UCSF – Whenever you see anything to do with harm reduction (especially vaping) coming out of USCF discount it as absolute bollocks by default because it will be, as Glantz will have had a hand in it somewhere.
V is for Vacuous – 1. having or showing a lack of thought or intelligence; mindless
W is for We don’t know what the long term effects are – Usually reserved for e-cigarettes, this one gets older and older as every year goes past with zero issues suffered by early-adopters, some from around 2006 when the first ecigs came onto the European market.
X is for Xylene – A word that not many people will have heard of but an absolute trace was found in some analysis so they throw it in for good measure, despite the same levels being found in some blank samples. Still, it’s another one to throw in and it does sound kind of dangerous so get it out there!
Y is for Youth – This is usually defined as anyone under the age of 30. Makes for better fudging of the figures that way.
Z is for Zealots – That is what the ANTZ really are.

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What growth path can we expect for heat-not-burn in new markets?

Growth

The explosive growth of heat-not-burn products in Japan and Korea, which has taken a huge chunk out of the market for traditional cigarettes, has everyone wondering where else we might see that happen. No one knows the answer for sure, of course, but there are a few patterns that seem fairly safe to predict.

 

Modeling work I did about the uptake of e-cigarettes a few years ago (example) suggests that the uptake of a low-risk tobacco product will have two distinct periods of rapid growth. The first is caused by pent-up demand. Before the product was introduced, there were people who wanted it, though they did not know this yet, of course. As soon as it was introduced, and knowledge about it became widespread, they started buying it. This causes an initial uptick in consumption rather than steady growth along the lines of “X new consumers per week, every week, for a year.”

 

Of course, that increase might not stick. Japan Tobacco introduced an alternative product, Zero Style Mint, in 2010 which was superficially like an e-cigarette or heat-not-burn device. However it basically just consisted of inhaling room-temperature air through a tube past some processed tobacco. This delivered neither enough nicotine nor a sufficiently smoking-like experience to be appealing to smokers. Sales spiked (pent-up demand for an alternative to smoking) and then crashed (almost no one actually liked it). Heat-not-burn has cleared that hurdle. Lots of smokers in Japan and elsewhere really like it.

 

The perfect low-risk substitute for many smokers would be something that was exactly like a cigarette in all ways (aesthetics, appearance and other factors that contribute to cultural acceptability, delivery of nicotine and other psychoactive chemicals, price) except that it posed little health risk, and as a possible added bonus did not make such a mess. Heat-not-burn checks most of those boxes.

 

Of course some smokers actively embrace contrasts with cigarettes, such as the variety of flavors available for e-cigarettes. Some are not be willing to accept any variation on their beloved cigarettes in pursuit of lower risk. But for many, heat-not-burn is close enough (in terms of what they want) and enough lower risk to make that worthwhile.

 

After the initial spike and after the acceptability hurdle is cleared, we can expect a period of slower growth until a particular critical mass of consumers is reached. My modeling was built around the assumption (correct, I still believe) that the “cultural acceptability” hurdle is one of the largest. Someone’s culture, in this case, is a combination of the people who influence him the most (relatives, friends, patrons of the same pubs) and overall popularity in whatever he considers “his” population to be (everyone in the country, people in the region, people in his socioeconomic class). If someone has no friends who use a product and only a tiny portion of the population does, it takes greater determination and confidence for him to make a switch, and he might not even know about the product. If the new product seems just as normal as regular smoking in his culture, acceptability and knowledge are no longer barriers.

 

My modeling suggested that for almost any parameterization (i.e., input assumptions about the distribution of preferences and how people interact) there would come a point when slow growth hit a critical mass. The next few people who switched would be enough to raise the cultural acceptability enough to ensure that even more people quickly switched, and so on. This would feed-forward, creating a rapid rise until most of those who have not switched really do not want to.

 

I did this in the context of e-cigarettes, which had a rather larger cultural acceptability and knowledge hurdle than heat-not-burn. The better early generation products were sufficiently strange and challenging that the pent-up demand spike was modest. The easiest cigarette-like product were not very satisfying, so suffered the Zero Style Mint problem. For almost all smokers, this was not the alternative they were looking for, but just did not have yet. The second phase of growth in those models was much greater, as it seemed to be in real-life where vaping really took hold (particularly England).

 

Heat-not-burn will probably not play out the same way. The first growth phase ought to be a lot bigger for reasons already noted. That, however, means that it will comprise a larger portion of the total potential market, reducing the potential size of the second fast growth phase before everyone who is a good candidate for switching has switched.

 

So, how many is that? And what happens after the second period of rapid growth? Will it be indefinite continuing inroads into the smoking market, or a hard ceiling?

 

That depends. Indeed, that is the answer to every other quantitative question you might be asking here (e.g., How big is each period of high growth? How long between the various phases?) Unfortunately, to answer any of those requires having great precision in model inputs. It is fairly clear that those modeling the market for heat-not-burn have no idea, as evidenced by the irrational spike in PMI’s market capitalization due to the iQOS’s early success in Japan, followed by a crash when investors discovered that the initial growth phase does not continue forever (a bit more about that here).

 

Switching patterns can vary wildly. For example, it took decades before smokers Norway, which shares a great deal of cultural influence with Sweden, started to switch to snus in droves. Why the delay? Snus has been popular and mainstream in Sweden for almost half a century and has long been more popular than smoking. But Norway only saw a major shift a few years ago. Meanwhile, Finland and Denmark, where the influence might acted sooner, were hobbled by the European Union ban on snus (Sweden has an exemption and Norway is not in the EU), which is one of a whole different set of policy variables.

 

Still, it seems safe to draw a few conclusions. Japan was probably the best-case-scenario for pent-up demand for heat-not-burn. Smoking is popular among relatively well-educated and well-off people who are strong candidates for switching. Adding a bit of tech gadgetry to a stick is not exactly going to be seen as odd in such a tech-forward population. Meanwhile, e-cigarettes are banned and snus was always a cultural non-starter. In a population where e-cigarettes have already grown in popularity there is less pent-up demand. Some vapers might switch, of course, but most have settled in to what they do. Thus, we will probably not see as bit an initial growth phase for heat-not-burn sales in new markets.

 

However, it seems likely that there is a much higher ceiling for uptake compared to e-cigarettes, because heat-not-burn better checks all of the boxes. This is not based on any modeling, but rather is the type of observation that is needed as an input into the modeling. It is possible that a large fraction of smokers in some countries could switch over the course of five or ten years.

 

However, both heat-not-burn and e-cigarettes fail to check one of the boxes in most of the world: These tech products are only price competitive because of the high prices for cigarettes in rich countries (which include high taxes, which have usually been lower for low-risk products in markets where they took off). Cigarettes are a simple product whose price reflects the local cost-of-living like food prices do, and the same is true for smokeless tobacco. But high tech imports will have prices that reflect their higher real resource costs and the higher costs of doing business where they are made. Thus, the idea of migrating more than a small fraction of the world’s smokers to heat-not-burn seems like fantasy for the foreseeable future.