Philip Morris plans to bring Iqos heated tobacco to convenience stores next year

Philip Morris Limited has announced it is rolling out its Iqos brand to UK retailers next year.

Iqos is a range of cigarette alternatives that Philip Morris claims produces less than 10% of the levels of harmful chemicals found in cigarette smoke, while still providing the taste of tobacco.

It works by heating tobacco without burning to create a nicotine vapour. It does not produce smoke or ash.

The brand is initially available from the newly-opened Iqos store in Soho, London.

Registered users can buy the device for £45. Single packs of 20 tobacco sticks, called Heets, are available for £8, or £7 in multipacks, in Amber, Yellow and Turquoise varieties.

Martin Inkster, Philip Morris managing director, said: “Our goal is to convert existing adult legal age smokers to these products and we have every intention of using today’s highly efficient distribution and retail networks once a meaningful consumer demand exists.”

The brand has already launched in 10 countries including Switzerland, Italy and Japan where it gained a 2.4% market share after less than one year.