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A real alternative to cigarettes
with real tobacco

IQOS is an electronic device that heats tobacco sticks, releasing the true flavor of tobacco, without fire and ash. When there’s heat instead of fire, there’s a vapour instead of smoke. Better for you, and those around you.


IQOS heats specially
designed tobacco sticks

Yes, we use real tobacco, but in a different way.

With IQOS HeatControl™ Technology we are able to heat tobacco up to 350°C, without burning it. A lit cigarette burns more than twice as hot.

The result? The taste of real tobacco with less of what you don’t want. No fire, no ash, no cigarette smoke smell and less harmful chemicals.

About the technology

Not an e-cigarette: real
tobacco means no liquids

We only use real tobacco. While e-cigarettes use liquids that vaporize, IQOS uses the innovative tobacco sticks.

They feature a clever construction that consists of 5 parts and when combined deliver taste satisfaction close to that of a cigarette.*

* Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).


Tobacco moments you know,
and moments to rediscover

IQOS is about reinventing the technology, not reinventing the moment. It’ll still be your workday time-out or your after-dinner pleasure—just with less smell, ash and hassle.

“I started thinking about how much one’s home smells of smoke, and all the inconveniences of traditional cigarettes…. I got rid of my nicotine fingers and the smell in my clothes and hair – but I still get the tobacco.”

Yasmina, 31 years, IQOS user


Get a good sense of how
IQOS works before you buy it

The best way to really “get” this new way of enjoying tobacco is to dive into the experience. If you’re not ready to buy yet, we can send you a device, so you can try it first.


IQOS is about more than
products - it’s about service
and lifestyle

With over 10 million users worldwide, you can get IQOS support and services around the globe.

In Denmark we have a nation-wide partner network that sells IQOS products, and a growing community of restaurants and bars who welcome indoor use of IQOS.

Beyond that, we have IQOS experts just a phone-call away and a free “Care Plus” service that gives you the best conditions for IQOS enjoyment and success.

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You must be 18 or over to access materials on this site contains information about our smoke-free products and we need your age to make sure that you are an adult in Denmark, who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page on for further risk information.