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iQos Review – How good is Heat not Burn anyway?


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 and 100 HEETS £49

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.

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.

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.


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


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 100 HEETS for just £89.

iQOS and 100 HEETS £49

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We are now selling iQOS and HEETS.

Selling iQOS and HEETS

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 HEET 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 5 packets of HEETS! The recommended retail price for the iQOS is £99 so our price of £49 for the starter kit and 5 packets of HEETS (100 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.



This post has been edited to reflect that our current offer is now an astonishingly low £49 for a limited time, the previous price of this offer was £89. Kiss my face!!

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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.

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.

The 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.

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.

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 and 100 HEETS £49


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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.

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:

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:

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.

iQOS and 100 HEETS £49

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Buy an iQOS with 100 HEETS for just £49.

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 5 packs of HEETS (100 sticks) for the fantastic price of only £49. The R.R.P of the iQOS is £99 and the cheapest you can get HEETS for is around £7 so this deal would normally be retailing at around £134 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 very quick 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 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!


This post has been updated to reflect a price change in the offer, it was originally £89 for the deal, now the same deal is just £49. Jurassic Park!!

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California study claims iQOS risks – but is this good science?

iQOS risks

Im my last post I mentioned that there would be some good news about Glo being released today. What I didn’t know at the time was that some bad news about iQOS was also scheduled for release. Luckily the ever-resourceful Dick Puddlecote tipped me off that it was coming. He wasn’t the only one who knew about the paper, either; Philip Morris International have obviously got hold of an advance copy in plenty of time to have a look at it and compare its conclusions to their own science.

Actually, as a long-time advocate for vaping, this all looks very familiar to me. I mentioned in my last post that tobacco control is increasingly rejecting science, and this new paper is an excellent example of that. I was going to say it’s terrible science, but that’s too kind – it isn’t science at all. In fact PMI’s response completely demolishes it. Unfortunately the media won’t pay any attention to that. They’ll report the bad news, and ignore the response because it comes from an Evil Big Tobacco Company. So I’m going to do what I can to get the message out – and hopefully, in the process, show just how low tobacco control “science” has fallen.

The usual suspects?

The new study has been published by the University of California, Riverside – and that’s something else I’m familiar with as a vaping advocate. The UC system is excellent in many ways, and includes several world-class universities, but it also harbours a nest of virulently prejudiced anti-nicotine loons. The most notorious, of course, is Stanton Glantz, but there are others. So when I looked at the authors of the new paper and saw the name Prue Talbot, I wasn’t at all surprised. Talbot is a professor of cell biology at Riverside – so, unlike Glantz, she does at least have some actual qualifications – and she’s also a fanatical opponent of any form of tobacco harm reduction. Her obsession with the subject started with e-cigs, but now she seems to have transferred it to heated tobacco. And the quality of her science is as bad as ever.

Talbot and her team have come up with the argument that iQOS isn’t really a Heat not Burn device. They’re claiming that it burns tobacco and other parts of the Heet, creating toxic substances in the process, and that the way people use it actually increases their exposure to nicotine and harmful chemicals. The thing is, they aren’t the first people to investigate this, and their results are wildly different to what previous researchers found.

There were four main claims in Talbot’s paper, adding up to the conclusion that iQOS exposes users to serious toxins. They are:

  • Despite PMI’s claims, iQOS does burn tobacco
  • The device runs hot enough to melt part of the filter, releasing toxic fumes
  • The time limit on an iQOS session makes users puff more often, increasing their exposure to toxins
  • Not cleaning the iQOS increases the temperature when it’s heated

These are obviously worrying claims, if they’re true – but are they? The hazards identified by Talbot and her team haven’t been spotted by anyone else, and it’s not like Talbot was the first person to look. PMI did a lot of research into safety before iQOS went on the market, and while it’s easy to dismiss that as industry research, PMI have a big incentive to do rigorous research. They’ve invested a lot of money in moving to less harmful products, after all. If it turned out that those products hadn’t been properly researched, and there were risks people weren’t being told about, their whole strategy would collapse. On top of that, PMI know that if they do the research themselves a lot of people will attack it, so they’ve been using independent labs for most of the work.

For obvious reasons, that research has already looked at all the issues Talbot claims to have found. PMI have looked at each of them, and compared them with their own research. The results don’t look good for Talbot.

Does iQOS burn tobacco?

According to Talbot, the tobacco in a Heet is charred when the iQOS heats up. That, she says, leads to a process called pyrolysis, which creates toxins. Her team decided this after looking at a used Heet under a stereomicroscope – but a stereomicroscope isn’t powerful enough to detect pyrolysis. I have one at home; they’re designed for looking at insects, coins and electronic components. If the tobacco really was charred, like she claims, a stereomicroscope could detect that, but is charring possible in an iQOS?

No, it isn’t. The heating blade in an iQOS never gets hotter than 350°C, and that temperature was chosen for a reason. In a cigarette the tobacco burns at a temperature of at least 800°C, and there’s no way an iQOS will ever get anywhere close to that. PMI deliberately selected a temperature that was hot enough to create a vapour from the tobacco, but not hot enough to burn or char it.

I’ve dissected used Heets myself, and looked at them under both a stereomicroscope and a high-powered biological microscope. I didn’t see any signs of burning or charring; what I did see was some discolouration around where the blade had been. PMI say this is torrefaction, a kind of mild thermal decomposition that takes place around 300-350°C.

PMI also cited Public Health England, the UK Committee on Toxicity and the Netherlands National Institute for Health and Environment, all of which confirm from their own research that iQOS does not burn tobacco – and Talbot is wrong.

Are the filters melting?

Talbot claims that the PLA roll inside a Heet, which is there to let the vapour cool before being inhaled, gets hot enough to melt and release a highly toxic chemical called formaldehyde cyanohydrin.

PMI say that they’ve tested the aerosol from iQOS with advanced techniques, including gas and liquid chromatography, and found no trace of formaldehyde cyanohydrin. They also said that the chemical is found in conventional cigarettes.

Finally, PMI pointed out that PLA is made from corn starch, and is a very safe product. When the PLA filter in a Heet is exposed to the heated vapour it doesn’t melt; it hardens, and it doesn’t release any toxic chemicals. In fact that’s exactly why the material was chosen.

Do users puff more rapidly?

Talbot thinks – and it’s just speculation; she has no evidence for it – that because iQOS switches off after six minutes, users will puff faster and expose themselves to more toxins. What this suggests is that Talbot doesn’t understand how iQOS – or cigarettes, for that matter – works.

Firstly, a smoker who’s used to smoking a cigarette in five or six minutes isn’t going to feel rushed with an iQOS. They can puff at their usual speed, with no worries about running out of time. Secondly, iQOS shuts down after six minutes or 14 puffs. It doesn’t matter how fast you chuff away at it; you’re not going to get any more than 14 inhales. On this point Talbot isn’t even wrong; she’s just making things up.

Does not cleaning the iQOS make it run hotter?

Talbot’s final claim was that iQOS, if not properly cleaned after every session – and she said that PMI’s recommended cleaning routine doesn’t work – collects residue that makes it run hotter and generate more toxic chemicals. Again, PMI point out that she obviously doesn’t know how it works. The temperature of iQOS is electronically controlled and cannot go above 350°C. Again, Talbot seems to be making things up.


Nobody at PMI is pretending that there are no toxic substances in iQOS aerosol. That would be ridiculous; there are toxic substances in fresh air. However, all the research except Talbot’s has found that the levels of toxic substances are close to two orders of magnitude lower than what’s found in cigarette smoke. As the product is aimed at smokers, that’s the comparison that should be made.

Overall this looks like the same kind of sloppy, biased research vapers have been used to for a long time. It’s even by one of the same researchers who produced a lot of that sloppy, biased research. The aim of Talbot’s paper isn’t to increase the sum of scientific knowledge; it’s to give tobacco controllers ammunition to bash iQOS and the people who make it. There’s likely to be a lot more of this in the future, so all Heat not Burn enthusiasts need to start activating their bullshit detectors now.

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Tobacco control is becoming a doomsday cult that eats its own children

Tobacco control

Another week, another anti-nicotine conference. This time it was Cape Town’s turn to host the World Conference on Tobacco or Health, a three-day extravaganza of propaganda and hate funded by NRT manufacturer Pfizer. This conference has been running since 1967 and, until the mid-1980s, it was reasonably good at sticking to proper science. Then the prohibitionists started to take over, and since then it’s become increasingly hysterical and extreme. Its activities lost touch with the health effects of tobacco long ago, replaced by an obsession with regulating people’s lifestyles. This year’s event showcased that perfectly, plumbing new depths of ideological nutbaggery even by tobacco control standards.

The most newsworthy thing about the event was the very public blackballing of Derek Yach. This came as a surprise to many; after all, Dr Yach isn’t exactly famous as a friend of the tobacco industry. In fact he was one of the key figures behind the WHO’s Framework Convention on Tobacco Control, when he worked for that organisation as its director for non-communicable disease. The FCTC sets up strict rules for how governments and other organisations are allowed to work with the tobacco industry.

Working together?

However, Yach is also a realist. He knows that hundreds of millions of people actually like tobacco and nicotine, so the chances of them ever going away are roughly zero. The only way smoking is going to disappear is if people are given safer ways of enjoying tobacco and nicotine; that, of course, is what Heat not Burn is all about.

To advance his more realistic agenda, last year Yach agreed to head the new Foundation for a Smoke Free World. The goal of this organisation is to accelerate the process of eliminating smoking globally, so you would expect the people at WCTOH to approve of it. FSFW has already secured close to a billion dollars of funding over the next twelve years, which should make a huge difference to research and education about smoking and safer alternatives.

Unfortunately – from the point of view of the tobacco control industry, anyway – that billion dollars in funding comes from Philip Morris. It’s coming quite openly and without any strings attached, of course; FSFW’s rulebook says quite clearly that the organisation has total control over how funds are spent. PMI can’t tell Yach what to spend the money on or what any research it pays for has to find.

That’s not good enough for the tobacco controllers, of course. Instead of being pleased that so much money is available to reduce smoking, they’re just furious about where it came from – and they seem to be even more furious at Yach for having it when they don’t. Being tobacco controllers they’ve vented their fury in a typically childish way. Last Wednesday, on the first day of the conference, they held a session on FSFW and let rip with every cliché they could think of.

Dick Puddlecote went through the session in some detail on his blog here, here and here, and it’s not impressive; just the usual collection of dishonest rubbish we expect when tobacco controllers are confronted with something they don’t like. Yach is enough of an expert that he could easily have countered all the allegations made against him – if he was there.

He wasn’t there, of course. Even though the conference was held in his native South Africa, Yach didn’t attend. Neither did anyone else from FSFW – because they were declared personae non grata and publicly informed through the conference website that they weren’t welcome and wouldn’t be allowed in.

This is pretty astonishing, to be honest. If Yach’s colleagues weren’t happy with who controlled his funding, they could have discussed it with him at the conference. Instead, they chose to openly turn on one of the most respected people in their profession and ban his entire organisation from a major event. This, as the saying goes, is nothing to do with health. The people who decided to ban Yach are nothing more than quasi-religious zealots, so consumed with hatred of the tobacco industry that they can’t even admit the possibility of it doing anything positive.

Not about health – or truth

The banning of Derek Yach wasn’t the only case of demented spite at WCTOH; several vaping advocates who were there reported being abused by delegates or ejected from sessions. As bad as it was, though, we can write that off as just what you’d expect from the sort of unpleasant people who’re attracted to a career in telling the rest of us how to live. What’s really worrying is the increasingly open hostility to science shown by tobacco controllers.

One of the stars of the conference was Robyn Koval, the CEO of the anti-tobacco group Truth Initiative (which is entirely funded by tobacco industry money). Koval was described as a “visionary” by some WCTOH delegates, but in fact she’s just a marketing executive with no scientific or medical background – and it shows.

Among Koval’s great ideas were to “refuse to legitimise scientific dialogue”, because “any engagement on a scientific level is a win (for FSFW).” There’s no other way to say it: This is appalling. FSFW is pro-harm reduction; most of the science it’s looking at doing is aimed at making safer products available. Why don’t tobacco controllers want to know how safe these new products are?

We know the answer to that one; it’s because every effective harm reduction product on the market is made by what these demented zealots call “the tobacco industry”. They’re still saying that about e-cigs, despite it being obvious for years that most of the market has nothing to do with tobacco companies. Imagine how angry they must be now that HnB is growing in popularity, because those products really are made by the dreaded Big Tobacco.

And so what? Who cares? iQOS has already helped millions of people to quit smoking; Blu, when it becomes widely available, will help millions more. It doesn’t matter that these products are made by companies that also make cigarettes – they still do what they’re supposed to do (and you can find out for yourself by buying an iQOS today).

People who want iQOS banned because it’s made by PMI are saying that they’d rather smokers continue to smoke – and die – than be helped by a tobacco company. This is a fanatical, fundamentalist position. It has strong echoes of the religious concept of original sin, and it’s certainly nothing to do with science.

Science works. It’s the best method we have for examining the world and answering questions about it. There’s already science that shows HnB is much safer than smoking, and more is in the pipeline – some very interesting research on Glo will be released tomorrow. Tobacco controllers hate that, which is why they’re turning their backs on science, expelling heretics like Derek Yach and retreating into the echo chamber of their destructive cult. That’s the sort of people who’re criticising Heat not Burn; my advice is that you treat them the same way you’d treat any other loony cultist.

Ignore them.

iQOS and 100 HEETS £49


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HnB and vaping – We’re on the same side!


Most readers of this blog will know that, while I’m a user and huge fan of Heat not Burn products, I’m mainly a vaper. When I quit smoking I used an early e-cig starter kit, and I’ve now been vaping for more than five years. In that time I’ve used a lot of different e-cigs, learned to make my own coils and e-liquids, and written thousands of words to advocate for vaping. I go to pro-vaping conferences and know most of the UK’s prominent vaping advocates. Vaping is a thing that I do.

It’s not the only thing I do, though. I don’t see vaping as the only acceptable alternative to smoking, the way public health nuts think nicotine patches are the only acceptable alternative. I use Swedish snus, when I can get it. I have a couple of tins of snuff around. I like HnB products. I even have a cigar a couple of times a year.

So I like vaping, but I’m open to anything else that gives the pleasure of smoking but eliminates most of the risks – and if someone is willing to accept the risks and continue smoking, I’m squarely behind their right to do that too. I am definitely not one of those born-again vapers who thinks all smokers need to switch right now, and if any smokers do want to move to something safer I’m not going to tell them they need to move to an e-cig. If they’d prefer to buy snus online, or find an old-style tobacconist and stock up on snuff, or get themselves an iQOS, I have no problem with that at all.

iQOS and 100 HEETS £49

The circular firing squad

That’s my philosophy, then – a tolerant one that’s mostly interested in making sure people have access to the products they want. So I wasn’t too please the other day when Dick Puddlecote sent me a link to a YouTube video from a popular UK vaping channel.

The first half of this video seems to have been provoked by an article in Vapouround, a British vaping magazine. Early this year the magazine carried a two-page feature on iQOS and how it features in PMI’s plans to phase out cigarettes from the UK market. Personally I don’t see any thing controversial about that. Yes, it’s a vaping magazine. That’s fine; iQOS is also a vapour product. It creates its vapour from heated tobacco instead of aerosolised liquid, but that’s a technical difference; the basic principle is the same.

Obviously that’s not what the star of the video thought, though. In fact he launched into a stunningly ignorant half-hour rant against iQOS, PMI, and HnB in general. And when I say stunningly ignorant, I’m not kidding. According to him, a Heet is just a cigarette that’s been coated with propylene glycol. In his opinion, using an iQOS “still qualifies as smoking” just because Heets contain tobacco. This is obviously total bollocks; by that logic using snus also counts as smoking, and do I really need to explain how ridiculous that is?

Ignorance is bad, but what really staggered me was the level of venom aimed at Philip Morris – who the culprit seems to think is an actual person involved in the sale of iQOS, by the way, rather than the long-dead proprietor of a small tobacconist in Victorian London. The video is peppered with delusional ramblings like “Phil, come to the office and have a coffee”. Frankly, it sounds unhinged.

Fake moral high ground

I’ll be blunt here: I’m fucking sick of certain vapers getting on their high horse about the tobacco industry. None of us whinged and moralised about the tobacco industry when we smoked, did we? Oh no; we all loved the tobacco industry back then, because they sold us things we liked. They’re still doing that, because millions of people like iQOS and Glo.

I don’t want to hear any crap about how the tobacco industry lied about the dangers of smoking either. That was decades ago, and the people who did it are all retired and mostly dead. Philip Morris is a company – a sign on an office and a name on a bank account. It isn’t an actual guy named Phil who wants to sell iQOS so he can buy another Bentley. The company is just a legal entity that lets people work together. It doesn’t bear any guilt for what people who worked for it in the 1970s did, so trying to smear iQOS because some guy lied about Marlboro causing cancer 50 years ago is just stupid.

The tobacco companies aren’t going to shut down tomorrow and only a moron would want them to. Apart from anything else, if Philip Morris and BAT go down, millions of ordinary people’s pension funds will go down with them. Do you seriously think it’s worth causing massive poverty just because you don’t like iQOS? No, you don’t – so why the vitriolic hatred of a business that’s just trying to give its customers what they want?

Let’s be realistic here: If reduced-risk products are going to be made widely available, the tobacco industry is going to play a role in making that happen. A lot of people simply don’t want to go into a vape shop staffed by tattooed people with hipster beards and ear gauges, and spend their money on Chinese brands they’ve never heard of. They’d much rather buy something that says Marlboro on the box, because that’s the taste they’re looking for. Yes, I get it; you hate the taste of tobacco now and think everyone should vape 3mg/ml mango sorbet. The problem is most smokers don’t agree with you. They want Marlboro, and unless you can give them an e-liquid that tastes like a burning Marlboro – which you can’t; it’s been tried often enough – they’re not interested. E-cigs work for many smokers, but not for all, and why should smokers be denied a safer alternative that does work for them just because you’re puffed up with moral indignation about the people who made it?


I don’t care if you don’t like Heat not Burn products. I don’t even care if you think they’re morally wrong. What I do care about is that you’re making angry, incoherent videos attacking reduced-harm products, and in the process doing public health’s work for them. If you’re ranting about how HnB is a cunning plot by the evil tobacco companies, you’re basically Stan Glantz. iQOS, and other products like it, are designed to do exactly the same thing as e-cigs are – give smokers a safer alternative. That’s something we should all be able to support. If you don’t like Heat not Burn products then just don’t buy them; there’s no need for all these tantrums.

iQOS and 100 HEETS £49

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Japan Tobacco are releasing a new heat not burn device

Japan Tobacco

Look at all these rumours, surrounding me every day

It looks like Japan Tobacco are going to be releasing a new Heat Not Burn product later this year, if news reports are to be believed. Japan Tobacco is one of the world’s leading tobacco companies, producing famous cigarette and hand rolling tobacco brands including Camel, Silk Cut, Winston, Old Holborn and Amber Leaf. Seeing global cigarette sales on a downward trajectory throughout most of the developed world they have announced that they will be bringing out a new Heat Not Burn device.

Japan Tobacco must be really concerned at the success of the iQOS in their home territory, where it has proven to be incredibly popular. Sales of HnB products in Japan are massive, leading to an analyst predicting that HnB products will account for a quite astonishing 29% of Japan’s tobacco market this year – up from 16% in 2017. Japan Tobacco did release the Ploom Tech Mevius in mid-2017, but obviously they are not putting too much faith in that or they wouldn’t be aiming to bring out another similar product so soon afterwards.

One of the reasons that Heat Not Burn products are so popular in Japan is because of Japan’s crazy attitude towards e-cigarettes, which are to all intents and purposes banned. There could be many reasons for this absolute madness, including the fact that the government owns at least one third of Japan Tobacco, and they don’t want to lose even more revenue to those pesky e-cigarettes.

Things can only get better

Here at Heat Not Burn UK we think it is great that there is potential for another HnB product to be released, because we believe that the more devices there are on the market the more this competition will drive forward innovation. Just like in the early days of e-cigarettes, when most of the products were bloody awful, the technology will only get better as time goes by, exactly as it has done in the global vaping market. Will this new Japan Tobacco device be better than the iQOS or Glo? Currently we don’t know the answer to that question, as details are extremely scant, but Japan Tobacco have said they will be investing a staggering $917 million on the development and production of reduced risk products (RRP) over the next three years, so you would expect it to be pretty good, wouldn’t you?

One thing for sure is that we are going to be in for some very interesting times, seeing the big players all bringing out new devices; it can only enhance the whole HnB experience for the consumer, which is a very good thing, and we will be here as usual bringing you all the very latest info.

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Glo safety update – good news on DNA trials

DNA trials

Anti-nicotine zealots chose safety as their main battleground on e-cigarettes, and it didn’t work out too well for them. Now they seem to be doing the same again with Heat not Burn. Will it be more effective this time? Probably not.

We’ve already seen a lot of research from PMI on the safety of their iQOS device. Now British American Tobacco have released their own work on Glo, which is currently on sale in Japan and South Korea. Glo works on the same concept as iQOS, delivering vapour from heated tobacco that’s held in a cigarette-like stick, and the only real difference in the technology is that Glo heats its sticks to a lower temperature. That means we wouldn’t expect to see a huge difference in its vapour compared to iQOS – and, sure enough, we don’t.

Science and smoking

What BAT were interested in was the potential of Glo vapour to cause DNA changes in human cells. Damage to DNA can kill a cell – but, even worse, it can also cause cancer by making the cell grow and divide abnormally. Smoking is known to cause damage to thousands of genes; the question is, how does Glo compare?

Recently there’s been a lot of criticism of studies that use human cell cultures to measure the effects of e-cigarette vapour. This criticism is well aimed, because while the cells might be the same as the ones in a real human body, they don’t benefit from all the body’s layers of defence systems and repair capabilities. In a living body, damaged cells are quickly repaired or ejected; this doesn’t happen in a petri dish.

For their own trials BAT decided they could do better than that. Instead of a simple culture they used an actual simulation of a human airway. Known as MucilAir, it’s grown in a laboratory from cloned human cells and it replicates the body’s own defence mechanisms. The culture can produce mucus, to clear away contamination, and is covered in hair-like cilia like the ones human airways use to expel dust and particulates.

With the experimental tissues set up, BAT’s scientists then programmed a smoking machine to mimic the way people actually use Glo. This is another frequent problem with research into reduced-risk tobacco products – researchers set up their equipment to work in unrealistic ways. Several studies on e-cigs have turned out worthless because the machinery took puffs that were too long and too close together, producing dry hits and high levels of toxic substances that no real vaper would ever experience.

To carry out the actual experiment the machine produced vapour from the Glo and exposed the cells to it continuously for one hour; as a control, a second sample was exposed to smoke from a standard cigarette. Then, 24 hours after the experiment, cells were harvested and broken down to extract their DNA; which was then examined for changes. The process was repeated after another 24 hours to check for damage that took longer to show up. Then the results for Glo were compared with those for the cigarette.

Does Glo cause cancer?

The difference was dramatic. After 24 hours cigarette smoke had caused observable changes in 2,206 genes; Glo vapour had affected one. By 48 hours 2,727 genes were showing a reaction to the smoke, while all genes from the Glo sample were normal. After the researchers adjusted the figures to get a worst-case scenario Glo was still only affecting two genes, while smoke affected 2.809.

It’s obvious from this that Glo’s heated tobacco vapour has much less effect on DNA than cigarette smoke does – in fact, it would be interesting to see a comparison between Glo vapour and city air. So why are BAT insisting that “these results do not necessarily mean this product is less harmful than other tobacco products”? The reality is that’s exactly what these results mean, but heat not burn is in a complicated legal position just now. Philip Morris are still hoping their iQOS will be classed as a reduced risk product by the US FDA, which would allow them to advertise it as less harmful; Glo hasn’t reached that stage yet. Until it does we can expect BAT to be very cautious about what they say, to avoid any damaging legal challenges.

The reality, however, is that this is great news for heat not burn. The gene changes caused by cigarette smoke are known to be linked to lung cancer, as well as fibrosis and inflammation of lung tissue. The new research – which has been peer reviewed, and will be published in the medical journal Scientific Reports – shows that Glo is not causing these changes.

While the health effects of cigarettes are complicated, some things are quite simple. If Glo isn’t causing the gene changes that lead to cancer, it’s not going to give you that type of cancer. That doesn’t mean there are no health risks at all – we can’t say that about anything – but what we can say is that many of the ways cigarettes cause cancer just aren’t possible with Glo.

Earlier research into Glo shows that levels of toxic substances in the vapour are between 90% and 95% lower than in cigarette smoke. That fits together well with the new study. There isn’t a simple relationship between levels of a chemical and the effects it has. Some people make wild claims, such as “There’s no safe level of cigarette smoke!”, but the truth is there’s a safe level of anything. There’s a safe level for things like cyanide and arsenic. It might be a very low safe level, but it exists.

We’re probably fine

My guess – and it is a guess, but a reasonably informed one – is that the level of toxic chemicals in Glo vapour is low enough that it’s below the threshold where it’s going to do any harm. It seems reasonable to believe, based on the evidence we have so far, that using Glo or a similar product is going to eliminate most of the risks of smoking. Common sense backs this up; it isn’t nicotine or even tobacco that kills smokers – it’s smoke. Glo isn’t producing any smoke, so it’s sensible to assume we’re not going to see the same problems.

The last thing to say about this research is that it’s going to be attacked because of who carried it out. We’ve seen that already with research on iQOS, just because PMI paid for it – they didn’t even do the work themselves. BAT have tested Glo in their own labs, but they’ve handed over the data for peer review and it’s been approved of by experts. That won’t stop people attacking it, but they’ll attack the source because they can’t attack the data itself. So far the science is looking good for heated tobacco products, and that’s what counts.

Selling iQOS and HEETS

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iBuddy i1 Review – Heat not Burn UK Exclusive!

iBuddy heat not burn

Reviewing new Heat not Burn products isn’t exactly a high-pressure job. It’s not like e-cigs, where there are dozens of new devices and liquids every week. In fact there are only a handful of mainstream HnB systems right now, although the number is slowly growing as the technology becomes more popular. Still, it’s an exciting event when something new appears, so I was pleasantly surprised when an iBuddy i1 turned up in my mail last week.

The iBuddy is a stick-type device, the same concept as iQOS and Glo. Maybe more importantly, it’s also a sign that Chinese companies are taking an interest in HnB. Most of the products we’ve looked at so far are made by the tobacco industry or companies who’ve been making loose leaf vaporisers for a long time, but this one isn’t. iBuddy is a Chinese company based in Shenzhen, the province that’s home to most of the big vaping manufacturers, and so far they’ve mostly made e-cigs. Now they’ve branched out into heated tobacco products.

Earlier iBuddy products look like clones of popular e-cig models, but that’s not the case with the i1. This is an original design, and while the concept is familiar the device is totally new. It doesn’t look anything like either Glo or iQOS, although it has a lot in common with them. Because it’s an independent product it also hasn’t gone through the usual years-long evaluation and test market process that its rivals have; you can simply order one from China and it’ll turn up in the post.

The other interesting thing about this device is the tobacco sticks it uses.  iBuddy have, sensibly, decided not to develop their own sticks. That would cost money, and setting up a distribution network would cost even more. Instead they’ve designed the i1 to use PMI’s Heets, which are already available in many countries. PMI probably won’t be too upset by that, either; if someone buys an iBuddy they’re not buying an iQOS, but they will be buying Heets.

Would anyone actually buy an iBuddy instead of the PMI device, though? Good question! Let’s have a look at it.

The Review

The iBuddy is nicely presented, in a solid box with two plastic trays inside. The top one contains the device itself. This is a bit longer than an 18650 battery and fits neatly in the hand. It’s very light, and seems to be mostly plastic, but it feels fairly solid. The front and back have a rubberised anti-slip finish that gives the device more of a quality feel. It’s quite simple, too. There’s a metal button on one side, and a plastic slide at the other. A row of three small LEDs on the front show battery charge and heating status, there’s a hole at the top to take a Heet, and a micro-USB charging port at the bottom. According to iBuddy the built-in battery has a 1,800mAh capacity, and its performance suggests it certainly isn’t any lower than that.

Under the device is a comprehensive instruction booklet, and below that is another tray that contains a USB cable, cleaning brush and some alcohol-soaked cotton buds. That’s it for the package contents, but then apart from a box of Heets it’s all you need.

Plugging it in lit up all three LEDs, showing that the battery was already fully charged or close to it. I left it for a while just to top it off, then opened a fresh pack of Amber Heets and started playing.

The first difference I noticed is the way the device is loaded. With both iQOS and Glo – and apparently KT&G’s new Lil, although we haven’t been able to get our hands on one yet – the stick is loaded straight into a fixed chamber. The iBuddy has a removable holder that can be ejected by pushing up the slide on the side of the device. You don’t have to take it out to load or remove a stick, but I’ll come back to that. I found that the easiest way to load a Heet is to leave the holder in place and insert the stick. They go in easily, with just a little resistance for the last half inch.

To use the iBuddy you just have to press the button to wake it from standby, then hold it down for three seconds to start the heating process. The right-hand LED starts blinking red to show that the heater is running; when it stops blinking and glows a steady red, it’s ready to vape. It heats up quickly – I timed several sticks, and they were all ready to go in under twenty seconds.

So, with the tobacco heated, it was time to take a puff. The iBuddy might be a lightweight device, but the heating element and airflow certainly seem to be up to scratch. With Amber Heets it delivered a satisfying amount of vapour; I would say it’s competitive with iQOS and Glo. The heater is controlled by a puff sensor that allows 16 puffs on a Heet, then shuts down; the LEDs blink as a warning that you have a few seconds left to snatch a last puff. Once the heater switches off the iBuddy will quickly go back into standby.

It was at this point that I found out why the iBuddy has a removable Heet holder. When I’d finished the first stick I just pulled it straight out, which works fine with similar devices. A while later I tried to load a new Heet, and it wouldn’t go in. This was a puzzle, but then I happened to notice something odd about the first one. Imagine my surprise when I realised I was holding a filter and empty paper tube. The contents were still in the holder; once I’d ejected it I was able to get the tobacco out by blowing through the hole at the bottom.

Examining the roll of tobacco, and then shining a light into the hole in the device, soon gave an explanation. The iQOS heats the tobacco with a blade that pierces the end of the roll; the iBuddy has a spike. It’s a fairly substantial spike, which probably helps the performance, but it also gets a good grip on the tobacco and doesn’t really want to let go. If you just grab a used Heet by the filter and pull it out, more often than not the tobacco will stay on the spike. Ejecting the holder helps, but it’s not infallible – the tobacco still stays in the holder at least once every five or six sticks. This isn’t a massive issue, but it is a bit annoying – especially when you blow a roll out of the holder and it disintegrates, spraying strands of tobacco all over your keyboard.

Despite this problem I was able to give the iBuddy an extensive trial, using it for several days – including one day when I didn’t use anything else – and it does the job. The vapour is satisfying, and battery life is good – better than iQOS, and similar to Glo. After using a full pack of twenty Heets on a single charge, one of the three LEDs was still lit, showing more than 25% charge remaining; I’d say that, unless you’re a very heavy user, you should be able to get a full day’s vaping out of a full battery.

The Verdict

Given the choice, would I personally take the iBuddy over an iQOS? No, probably not. That’s mainly down to the bother of having to clear tobacco out of it every few sticks. It does get irritating, and for me the superior battery life doesn’t quite compensate for that. It also feels a lot less robust overall; it’s so light that I’m pretty sure the whole body is made of plastic, and it just doesn’t have the solidity of its competitors. It’s by no means a bad device though, and it does have another advantage – price.

Officially the iBuddy i1 sells for $69.99, but you can find it online for $45.99 – a bit under £35. An iQOS is going to cost around twice that. If you’re on a tight budget, or want to try Heat not Burn without investing in an iQOS just yet, the iBuddy could be what you’re looking for.

Buy iQOS