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XMAX Vital- Cheapest gateway to HnB

Xmax Vital

XMAX VITAL

One of the best and one of the cheapest.

Even though we specialize in and sell the Philip Morris iQOS we are essentially a global heat not burn resource so we will also review other heat not burn products too, so on to the review.

When you buy a loose leaf vapouriser it’s very easy to fall into the trap marked ‘PAY MORE, GET MORE’. Though you often discover the rule that scientists have known for years. It’s called the law of diminishing returns.

Explained in simple terms, let us assume that you need a wristwatch. Well, you can go to Poundland and buy a perfectly functional watch for £1.00, or you can go to Geneva and buy a Hublot Big Bang Ayrton Senna Foudroyante for £25,000.00.

The point is that both watches will tell the time. Beyond that, it’s all downhill for the Hublot. The law of diminishing returns kicks in the minute you bore the arse off everyone by demonstrating how the Hublot can calculate F1 lap times to 100th of a second.

Anyway, I digress. So let’s get back to the review of the XMAX VITAL. This is an old piece of kit, first released in 2015. I bought mine in January 2017 for 35 euros. My usual HnB kits are the IQOS and a PAX2. I didn’t get around to opening the XMAX until January this year.

The XMAX comes in a metallic grey box. When you open the box you get your first view of the vapouriser. Below that is another section of the box which contains

  • The instruction manual
  • Replacement metal mesh screens
  • O ring seals
  • A cleaning brush
  • A micro USB cable and a pair of tweezers

Like a true man, I immediately threw the instruction manual in the bin and set about fetching the thing apart. This was easy. The whole of the insides are held together with 4 Philips head screws. And here’s where it got interesting.

First thing I noticed was the battery. A standard 18650 rated at 3.7V 2600mah battery is more than enough for almost 2 hours solid vaping at full charge and at 240˚C/464˚ F. Impressive for its time.

The Second thing is the size of the ceramic bowl. 1.6cm deep and 1.1cm wide. That’s a hefty load of tobacco. The air feed is from shark gill openings on each side of the vaporiser and then fed into the bottom of the bowl. All of the electronics are in a separate compartment. I will explain why this is so important at the end of this article.

Heat is via a heating element built into the ceramic bowl. This arrangement practically rules out the possibility of electronic shorts ruining your new toy. Very clever.

To start heating, you hold down the power button for 3 seconds and the OLED screen says ‘WELCOME’. It then starts to heat the bowl to the desired temperature.

Temperature control is in Centigrade or Fahrenheit, so it’s BREXIT ready. The temperature is simply selected, after you switch on the power, using the + or - button. The range of temperatures is from 100˚ C to 240˚C which is 212˚ F to 464˚F. You can also increase or decrease the temperature whilst the unit is functioning. You can also choose between a 5 minute and 10 minute heat session.

Heat up time from 15˚C to 180˚ C/356˚ F with a full bowl of tobacco is about 20 seconds. The unit then happily ticks away for 5 or 10 minutes, dependent on the duration you have pre selected.

The heat spread is consistent throughout the bowl, meaning there are no cold spots. I measured a 4˚C difference at 240˚C between the bowl wall and bowl centre. Again this is most impressive. My PAX 2 is far less accurate than the XMAX and has considerable variations in bowl temperature, sometimes in excess of 7˚C.

Getting the most from your Xmax

There are 4 main factors which you need to take into account here. They are as applicable to the Xmax as to other HnB loose leaf vaporisers. So we´ll look at each in some detail.

 

1.Choice of tobacco

The PH level of tobacco smoke is a determining factor in its acute toxicity. Cigarette tobaccos all vary, but a rise above 6.2 results in increased levels of Tobacco Specific Nitrosamines, Benzene, Cadmium and all of the other nasties contained in tobacco smoke.

Bright, Flue Cured and Virginia tobaccos produce a lower PH value of between 5.2 and 6.00. However, these levels increase as the cigarette is smoked. In any case, and apart from the carcinogens present in tobacco smoke, the main culprit is carbon monoxide. Any combustion of a carbon based substance will produce carbon monoxide.

Pipe tobacco on the other hand with both high and lower sugar content is less acidic than cigarette tobacco, and becomes progressively more alkaline during the course of smoking. This reduces the quantity of ´nasties` produced In the burn process. Apart, that is, from carbon monoxide.

As every smoker knows, pipe tobaccos are simply too irritating to be inhaled when burned. This is mainly due to the high alkaline content of the smoke. It also probably explains why pipe and cigar smokers suffer lower levels of lung cancer than cigarette smokers.

HnB circumvents almost all of these issues because the tobacco isn´t burned. There is no carbon monoxide and the levels of all known carcinogens are reduced either to practically zero or a figure so low that it is insignificant. As an example PMI have published open data science which concludes that their IQOS reduces toxic and carcinogenic produce by 90% to 95% when compared with the CR34 standard test cigarette. Those figures are about the same as e cigs.

So, you load up your XMAX with some Marlboro Red or Aromatic pipe tobacco, switch on your heating chamber and start to inhale. The first two or three puffs are OK, but suddenly the quantity of vape is reduced to a whisp and the flavour disappears.

 

2. In order to use any watch you need to be able to tell the time

Your first reaction to the above scenario is to turn up the heat. The XMAX in this regard is like some early Magnox Nuclear Reactor. So you crank up the heat to 464˚ F/ 240˚C and normal service is restored. Success? No. Why? Because tobacco combusts at 451˚F/232˚C.

You have to remember that temperature is the average energy of molecules in a system. If you need to know more about this have a look at the Maxwell Boltzmann Distribution Theory. Or get a life.

On the other hand, all that you really need to know is that even at 430˚ F/ 221˚C some tobacco will start to combust and you do not want that to happen, because once combustion starts you will be inhaling all of the same carcinogens found in a regular cigarette.

So stay away from high temperatures.

 

3. This is too complicated for me….

Bring on the Propylene Glycol PG. If you you use an ecig, or HEETS you are inhaling PG. It’s safe.

Most Vape shops sell PG and 500ml is less than a fiver. PG is used in ecigs and HEETS to replicate the “throat hit” you get when you smoke a normal cigarette.

Vape grade PG is about 80%PG and 20% water. It has a boiling point of about 250˚F or 121˚C .

If you like clouds of vapour, then bring on the Vegetable Glycerin VG which has the same boiling point as PG. Most good vape shops will sell this too, for about the same price as PG.

The only drawback to to VG is that it is used as a sweetener, so I recommend using more PG than VG. If you can’t get your PG / VG from your vape shop, then go to a chemist and get the Pharma grade stuff. Just remember to dilute it with water. Distilled is best.

4. Important.

Pharma grade PG and VG have a boiling point of 290˚C/554˚F. Such heat will burn all of your tobacco, your vaporiser, your house, you and the entire neighbourhood. And in the present political climate, should you have the misfortune to survive, you can expect to spend the rest of your days at GTMO in Cuba, learning advanced Arabic. So add 20% water.

You might want to increase the nicotine yield in your HnB aerosol. If so, splash out on a bottle of 50%VG 50% nicotine solution.

Oh, finally you will need a pipette or a syringe used for refilling ink cartridges. You can carefully discard the blunt needle.

None of this stuff is expensive and you are only going to be using small quantities anyway.

The Recipe

  1. Open your 30g pouch of tobacco.
  2. Extract 30ml of PG using your pipette or syringe.
  3. Layer the PG evenly across the top of your tobacco.
  4. Extract 20ml of VG using your pipette or syringe.
  5. Layer the VG evenly across the top of your tobacco.
  6. Wait 5 minutes, then finger mix the tobacco, PG and VG together for about 2 minutes.
  7. If adding nicotine do so in 5ml stages. Wait 5mins then finger mix.
  8. Wash your hands.

The first thing you will notice is that your tobacco pouch will be bulging at the seams. You are now ready to go. Half fill your bowl with the mixture. Switch on your XMAX, set your temperature and inhale.

The quantity of aerosol is more than adequate. The flavour of the tobacco is pronounced and well satisfying. Oh, the shark gills.Yes I nearly forgot. Any crud that has fallen out of the bottom of the bowl can be cleaned out by just blowing through the shark gills.

And this is where the XMAX scores. It scores because:

  • It is cheap, really cheap.
  • Whilst it doesn’t produce the same volume of aerosol as a PAX 2, its enough.
  • There is no connection between the electronic gizzards and the airflow.
  • Any excess moisture or dribble will not touch the delicate electronics.
  • It is easy and simple to use.
  • It produces better results than loose leaf vapourisers costing 10 times more than the XMAX

 

iQOS and 100 HEETS £49

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PAX3 – A better life through science

Pax3

PAX3 IT IS GOOD, BUT CAN YOU MAKE IT BETTER?

Los cojones del perro

When I bought my PAX3 I really didn’t know what to expect. Every review I’d read rated it as the best thing since, since……anything ever invented by man since the wheel.

I have always tried to dismissed hype. After all, advertising is just propaganda by another name. There are good advertisements and rubbish advertisements. There is great propaganda and bloody awful propaganda.

So, I eyed the contents of my PAX3 box with a great deal of scepticism. Is this really going to better than my PAX2? After all, 250 quid is a lot to spend on a vapouriser.

Ah well, in for a penny….And when I did open the box and emptied its contents over my table I was totally puzzled. I have never seen so many bits and pieces all together on one box. This is what I found.

  • The battery and heating unit.
  • Two mouthpieces (one raised and one flat).
  • A base plate (to seal the heating bowl)
  • A base plate combined with a half bowl space
  • A wax oven which fits on the base plate
  • A case
  • A magnetic charger
  • A manual

First of all I should explain that the PAX3 comes in two versions. I bought the most expensive one, and so far as I know, you don’t get all of the accessories with the base model which costs about £200.

 

RTFM

As most of my readers know, I usually throw the manual in the bin and immediately start to disassemble the kit inside the box. However, I didn’t do this on this occasion. Two reasons. First, my bin isn’t big enough to hold the manual. Secondly, the contents of the manual were written in plain and simple English. How many times have you bought something made in China and opened the manual to read something like this….

 

BENCH DRILL

OPERATE INSTRUCTION

PRODUCT INFORMATIC

It is of novel design. Small and exquisite bulk, handy carry. It adopts single phase series motor with high rotable speed. The cent of the product has no class to adjust soon with single kind soon two kinds. The operation please before the manual read……….and so on.

Well, you know how it is. So I was well pleased to be able to make sense of the manual. What´s more, you really should read the PAX3 manual, because to get the best out of a PAX3 you have to make some effort. If you are already the owner of a PAX3, then read on. If you want to read a full review then click here to read Fergus’s review. Then come back later.

 

A BETTER LIFE THROUGH SCIENCE

You have probably forgotten the difference between conduction and convection heating. There is no reason why you should have had to remember it after leaving school. But, to get the best out of your PAX 3 we are going to take you back in time. Way back. You are a 14 year old kid. Last two periods on a Friday afternoon. You are looking forward to getting home and watching the tele. Trouble is, there`s this old fart banging on about convection and conduction and you can hardly keep your eyes open.

Conduction and convection describe heat transfer. Conduction is motionless, like a hot dry iron. Convection needs liquid or gas to move the energy, like a steam iron, or a steam train.

All I´m going to say about this is that the PAX3 is a conduction vapouriser. That is to say, it heats your tobacco with radiant heat from the hot oven walls. Other Vapourisers heat your tobacco with super heated air and that is convection heating.

Both methods have their plus and minus points, but so far as we are concerned there are only 2 issues that matter.

  • Heat up time
  • Even temperature throughout the oven.

The heat up time with the PAX3 is fast for a conduction vapouriser, so that’s not a problem.

The variations in temperature inside the oven are miniscule. The PAX3 is outstanding in this regard. The older PAX2 was not so good. Temperature variations were above 5C, meaning you were forever having to stir your tobacco to get a decent vape. It also meant that there were hotspots inside the oven causing some of the tobacco to start combusting, whilst some remained “cold”. The PAX3 has sorted this out. This makes the PAX3 ideal for what follows.

 

A veces el remedio es peor que la dolencia 

However, sometimes the remedy is worse than the ailment. And in the case of the PAX3 the only problem is the size of the oven. It holds 0.3g which is not very much, and although the quantity is small it does produce a good vape, for a short while. So, how can we make it better?

If we could slow down the vapourising process, without affecting the flavour that would be perfect and it can be done. Here´s how.

PG and VG

Bring on the Propylene Glycol PG. If you you use an ecig, or HEETS you are inhaling PG. It’s safe.

Most Vape shops sell PG and 500ml is less than a fiver. PG is used in ecigs and HEETS to replicate the “throat hit” you get when you smoke a normal cigarette.

Vape grade PG is about 80%PG and 20% water. It has a boiling point of about 250˚F or 121˚C .

If you like clouds of vapour, then bring on the Vegetable Glycerin VG which has the same boiling point as PG. Most good vape shops will sell this too, for about the same price as PG.

The only drawback to to VG is that it is used as a sweetener, so I recommend using more PG than VG. If you can’t get your PG / VG from your vape shop, then go to a chemist and get the Pharma grade stuff. Just remember to dilute it with water. Distilled is best.

 

Important.

Pharma grade PG and VG have a boiling point of 290˚C/554˚F. Such heat will burn all of your tobacco, your vaporiser, your house, you and the entire neighbourhood. And in the present political climate, should you have the misfortune to survive, you can expect to spend the rest of your days at GITMO in Cuba, learning advanced Arabic. So add 20% water.

You might want to increase the nicotine yield in your HnB aerosol. If so, splash out on a bottle of 50%VG 50% nicotine solution.

Oh, finally you will need a pipette or a syringe used for refilling ink cartridges. You can carefully discard the blunt needle.

None of this stuff is expensive and you are only going to be using small quantities anyway.

The Recipe

  1. Open your 30g pouch of tobacco.
  2. Extract 30ml of PG using your pipette or syringe.
  3. Layer the PG evenly across the top of your tobacco.
  4. Extract 20ml of VG using your pipette or syringe.
  5. Layer the VG evenly across the top of your tobacco.
  6. Wait 5 minutes, then finger mix the tobacco, PG and VG together for about 2 minutes.
  7. If adding nicotine do so in 5ml stages. Wait 5mins then finger mix.
  8. Wash your hands.

The first thing you will notice is that your tobacco pouch will be bulging at the seams. You are now ready to go. Half fill your bowl with the mixture. Switch on your PAX3, set your temperature and inhale.

Let us know what you think.

 

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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 £89 and the cheapest you can get HEETS for is around £7 so this deal would normally be retailing at around £124 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!

 

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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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 Unboxing Video

iBuddy

Here at Heat Not Burn UK as we have said before we are very interested in all kinds of heat not burn products from all around the world. Well we have managed to find a heated tobacco product from China that is called the iBuddy i1, and it is an interesting bit of kit.

It is supposed to come with some “iBuddy sticks” that are specially designed for the unit but so far we haven’t been able to find any! Now as luck would have it the tobacco sticks from the iQOS actually fit into the iBuddy. What are the odds of that happening? In truth we have a sneaking feeling that it was designed for the HEETS that go with the PMI iQOS, we would like to be proved wrong so if any of our readers have actually seen any then please let us know.

Our effervescent staff member Fergus has managed to do a excellent unboxing video where we will show you what the iBuddy i1 is all about and what exactly comes with the kit. How will it measure up to the iQOS? Wait and see in our next video in a couple of weeks time.

Video not showing? Watch it directly on our Youtube Channel.

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PMI want to give up cigarettes – but not everyone’s happy

In the last post we talked about New Year resolutions and how switching to heated tobacco might be one of yours. That turned out to be quite prophetic, because somebody else made a resolution that features HnB products, and they didn’t exactly keep it quiet either. That somebody was Philip Morris, the world’s largest and most successful tobacco company, and they announced their resolution with a series of full-page ads in major newspapers.

On the 2nd of January, a large PMI advert appeared in three of the UK’s best-selling papers, The Times, The Sun and The Daily Mirror. To say it was attention-grabbing doesn’t really do it justice. The banner headline read:

OUR NEW YEAR’S RESOLUTION

WE’RE TRYING TO GIVE UP CIGARETTES

Just to make sure everyone got the message there was a big, bold PMI logo at the bottom of the ad, which certainly must have piqued a lot of people’s interest. After all, PMI are pretty much famous for one thing, and that thing is selling cigarettes. So why on Earth would they want to give them up?

If you read on, you’ll find out. The next line says “Philip Morris is known for cigarettes. Every year, many smokers give them up. Now it’s our turn.” That doesn’t leave a lot of room for doubt – PMI are saying, very clearly, that they want to stop selling cigarettes.

Predictably, this has sparked a lot of comments. Many people are very supportive – we at Heat not Burn UK are, for example. So are most libertarians, many vaping advocates and at least one major tobacco control group, the Foundation for a Smoke-Free World.

Equally predictably, not everyone is so happy. A whole alphabet of agencies, pressure groups and nanny state advocates are jumping up and down, squeaking in outrage. How very dare Philip Morris say they’re going to stop selling cigarettes! Isn’t it awful that they’re allowed to say such horrible things?

Well, maybe not. Let’s look at exactly what PMI are proposing, seeing as they helpfully listed it all in their adverts:

  • Launch a new website, with an associated marketing campaign, to give smokers information on how to quit and what safer alternatives are available.
  • Offer support to smoking cessation services in areas where smoking rates are highest.
  • Put a card with information on how to quit or switch to a safer product in packs of cigarettes.
  • Make more safe alternatives available to British smokers.

Of course PMI have already spent more than £2.5 billion on the last of these, and the first products are on sale in the UK right now – iQOS and the Mesh e-cigarette. Over the next year or two more will follow, including at least one more heated tobacco product and a completely different one that uses chemical reactions to create a nicotine mist.

So what’s the problem? Why are people like Deborah Arnott, the perpetually outraged CEO of Action on Smoking and Health, so angry that PMI are willing to spend a lot of money helping smokers to quit? Well, that’s where it gets complicated. There seem to be two main themes at work here, so let’s look at those.

PMI don’t mean it!

The first objection is that Philip Morris don’t really mean it. After all, if they want to stop selling cigarettes they could just stop, couldn’t they? In fact tobacco control come out with this argument every time a tobacco company does anything related to harm reduction or alternative products – “Why don’t you just stop making cigarettes, then?”

Well, mostly because it’s not that simple. Last Tuesday, when the PMI advert appeared, the BBC asked a company spokesman the same question, and it got an obvious answer: Basically, “Because if we stopped selling cigarettes tomorrow, smokers would just buy them from someone else.”

I suppose you could argue that if all the tobacco companies stopped selling cigarettes there would be nobody else to buy them from, but let’s be realistic here: There’s a large, organised criminal industry making counterfeit cigarettes already, despite the tobacco companies selling over five trillion real ones every year.

Just imagine what would happen if the legitimate supply dried up. Does anyone seriously think all of the world’s one billion smokers would just quit? Not a chance; most of them would start buying on the black market. The people who run that black market would become, overnight, the richest and most powerful criminals in the history of the world. Cocaine, heroin, even America’s Prohibition-era bootleggers would pale into insignificance.

There’s another point, too. Tobacco companies have a legal duty to their shareholders to make a profit, so if they all trashed their businesses tomorrow they’d go to jail. Meanwhile the pension funds who are the biggest owners of tobacco shares would collapse, leaving millions of pensioners in poverty. The economic damage alone could trigger another global recession.

So, for a couple of reasons, PMI can’t just stop making cigarettes. It’s only going to work once the majority of smokers have either quit or switched to reduced risk products, like Heat not Burn or e-cigarettes. Philip Morris have already spent a lot of time and money encouraging that, and now they’re offering to spend more.

 

It’s against the rules!

Arnott also claims that PMI’s second proposal – offering support to stop smoking services – is illegal. The basis for this claim is that under Article 5.3 of the WHO’s tobacco control treaty, governments aren’t allowed to accept donations from the tobacco industry. This obviously looks like a problem, except for one tiny detail: Somebody is lying here, and it isn’t PMI.

Article 5.3 says no such thing, and Deborah Arnott knows that. All the article actually says is that any interaction between government and the tobacco industry must be transparent, so as long as PMI are supporting stop-smoking services openly there’s no problem. I’ve met Arnott more than once and it would be safe to say she is not my favourite person (I’m not hers, either), but it’s still unpleasant to have to state that she is being completely dishonest here.

Arnott says that, instead of donating to stop smoking services, tobacco companies should be forced to give the government more of their profits. It’s not hard to guess why: ASH has lost a significant amount of its government funding in the last year, and its response has been to push for a Tobacco Levy. This would be an extra tax on the industry, with a big chunk of the proceeds going to – you guessed it! – ASH.

Back to reality

The truth is, it’s not hard to understand why PMI are serious about moving to safer products. Why wouldn’t they be? There’s obviously a demand for safer ways to use nicotine – just look at the way vaping has taken off in the UK, and how fast iQOS is growing in Japan. If PMI don’t sell those products they’ll lose out to companies that do, and if they are selling them, why not work to steer customers towards them and away from the more dangerous ones?

What it comes down to is that smoking isn’t good for you, and everyone knows that. The tobacco companies know it, although they denied it once – but that was decades ago and the people who did it are all long gone. Arnott knows it; after all, she’s made a lot of money telling people. You know it, too; that’s why you’re on this site reading about safer products.

Heated tobacco, and other reduced-risk products like e-cigarettes, have turned the world of tobacco control upside down. Now we have Philip Morris offering to spend their own money to help people quit smoking, while the old guard like Deborah Arnott shout abuse from the sidelines because it’s not all about them anymore. At Heat not Burn UK we’re just interested in safer alternatives to smoking, and we’re on the side of anyone that makes them available. So well done on your New Year’s resolution, PMI – we’re sure you’ll do all you can to make it happen.

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iQos Review – How good is Heat not Burn anyway?

iQOS

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 UK

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 £49.

iQOS and 100 HEETS £49