If you’ve been following this blog you’ll know that the Heat not Burn UK team have managed to get our hands on a few devices over the last year. This is pretty exciting, because it shows that manufacturers are taking heated tobacco seriously and trying to build a presence in the market. We’ve tried products from Chinese e-cig companies, and the very impressive Lil from KT&G. Right now we have three more HnB products on their way to us, so the reviews are going to keep on coming. As far as we can tell we already have more HnB reviews than any other UK website, and we plan to keep it that way.
Being realistic, though, right now two products dominate the HnB market. The punchy new challenger is BAT’s Glo, which we first tested last year and is rolling out across European markets over the next few months. It’s going head to head with Philip Morris’s iQOS, which already holds nearly 15% of the Japanese tobacco market and is the leading product globally.
We’re pretty familiar with both these devices, especially iQOS, but we haven’t talked about them in detail for a while. Now might be a good time to do that, though. Soon they’ll be sitting side by side on shelves across Europe, and millions of people will be wondering which one they should buy. We think we have an answer to that question, so if you want to know what we think, read on!
iQOS and Glo both work on the same principle – they generate vapour by heating a stick of processed tobacco, which is inserted into the device. The advantages of this system are that it’s easy to use, easy to clean and the sticks can have a filter that exactly mimics the feel of a cigarette. There are a few differences between them, though. BAT and PMI have taken different approaches to turning the principle into a usable device, and each of them has its plus and minus points.
Shape and size
One look at an iQOS and it’s obvious that PMI put a lot of effort into getting the device as close to the shape and size of a cigarette as possible. It’s still bigger and heavier, but it’s definitely in the right ball park – the iQOS is roughly the size of a smallish cigar, and it’s not too heavy either. I wouldn’t walk around with one hanging out of my mouth, but you can hold it like a cigarette. That’s a big plus for anyone who’s recently switched from smoking, because it makes for a very familiar experience. Of course, making the device so small means compromises, and what’s suffered here is battery capacity. PMI have handled this by providing a very neat portable charging case (PCC), which both tops up the internal battery and protects the iQOS when it’s not in use.
BAT didn’t even try to make Glo resemble a cigarette. Instead they came up with something that resembles a small, very simple box mod. There’s no way you can hold a Glo the same way as a cigarette, which reduces the familiarity a bit. On the other hand it’s still small and light enough to be used comfortably by anyone. The format BAT have chosen does offer one big advantage – there’s plenty room to pack a high-capacity 18650 battery inside.
Overall, though, iQOS wins this round. The actual device is so small and sleek it’s practically unbeatable.
Ease of use
Both devices are as easy to use as it gets. You put a stick in the chamber, press the button, let it heat up, then puff away. They’re also designed to be easily cleaned. So a dead heat on ease of use.
There’s no getting away from the fact that the iQOS has a small battery. Realistically, you need to put it back in the PCC for a recharge between sticks. It’s not a big deal, because the PCC holds enough power to keep you going all day, but if you’re having a good time at the pub and want to vape three or four Heets in quick succession you’re going to run into problems. PMI were forced to choose between compactness and battery capacity, and they went for compactness.
BAT, obviously, went for battery capacity. I was very impressed when I tested the Glo, because after getting through a full pack of 20 NeoStiks the battery still had half its charge left. You’ll have no problem at all getting a full day’s use from a Glo.
So, on battery capacity there’s really no contest. Glo wins this one hands down.
Of course, everything else takes second place to the experience of actually vaping the thing. HnB devices are designed to deliver a satisfying vapour that tastes like a cigarette and gives enough nicotine to drive off the cravings, and iQOS does that very well indeed. I’ve talked about my initial doubts before, but once I got my hands on some amber Heets I was very pleased with the vapour I got.
I also liked the vapour from the Glo, but as I said at the time it wasn’t quite as satisfying as the iQOS. I still think that’s because it runs at a significantly lower temperature. I also still think it’s a great device and is going to be satisfying enough for most smokers; the iQOS just has a slight but noticeable edge over it, especially in the density of the vapour.
So, on vape quality, the iQOS wins. This is a pretty subjective thing, of course. I switched to West Red because Marlboro Red were starting to taste weak and bland to me, so I might not be totally representative. If you smoke Silk Cut you might prefer the Glo. But, for me, iQOS is definitely the leader here.
iQOS and Glo are both great devices, and they both have their own strengths. The Glo’s main strength – its great battery life – is going to tip the balance for a lot of people, and I understand exactly why it will. On balance, though, the iQOS has enough of an edge in enough departments that, in our opinion, it’s the better choice. That could change as other devices become available (if KT&G decide to sell the Lil 2 globally PMI could have a real fight on their hands) but, for now, iQOS is the winner.