HEETS tobacco sticks are a lot smaller than conventional cigarettes and are designed for use exclusively with the IQOS system. The tobacco stick is heated to 350°C by the precisely controlled heating element within the IQOS Holder, releasing the true taste of tobacco through a nicotine-containing vapour, without burning the tobacco or generating smoke.

Each HEETS tobacco stick can be enjoyed for approximately 6 minutes, or 14 puffs, which is similar to that of a cigarette.