Philip Morris rolls out revamped IQOS Originals Duo to retail

Philip Morris Limited (PML), the affiliate of Philip Morris International (PMI) in the UK and Ireland, has announced the rollout of IQOS Originals Duo, a revamped and renamed version of IQOS 3 Duo to physical retail channels in the UK.

As part of the IQOS portfolio, IQOS Originals Duo combines revamped design features with PMI’s patented Heat Control Technology which uses a flat wide ceramic blade to heat tobacco from the inside, delivering a real tobacco taste and satisfaction—backed by six years of scientific research and development.

Fully compatible with existing HEETS tobacco sticks, IQOS Originals Duo will begin replacing IQOS 3 Duo, with no buy-back or product swapping necessary. The new stock will filter through naturally, although retailers will be able to order the new kits via PML’s Digital Trade Engagement Platform from December. IQOS Originals Duo is fully compatible with the current IQOS 3 Duo pocket charger and holder.

With an RRP of £39, IQOS Originals Duo will be sold as a kit, consisting of the iconic two-piece device – with a compact and lightweight holder – and two packs of HEETS.

Kate O’Dowd, head of commercial planning at PML, believes IQOS Originals Duo arrives at a time when adult smokers are increasingly on the lookout for an alternative product that is satisfying, less harmful and affordable.

“Affordability is a growing concern among many adult smokers in the UK. The best option for anyone is to quit tobacco and nicotine products completely. If they don’t, then switching to IQOS Originals Duo could work out far cheaper in the long run, with 20 HEETS costing £5 RRP – less than half the average price of a pack of 20 cigarettes,” she said.

Cengiz Cilengiroglu, director of commercial operations at PML, added: “The introduction of IQOS Originals Duo marks another milestone in our global transformation to become a majority smoke-free business by 2025. Indirect retail channels have an important role to play in this journey, by increasing access to scientifically substantiated smoke-free products that could help adult smokers in the UK abandon cigarettes for good.”

The heat-not-burn segment grew 19 per cent in 2022, versus 2021 and PML is selling 54 times the volume of HEETS each month than it did, on average, in 2017.

The number of stores selling HEETS has increased seven-fold since January 2018, with all the UK’s top high street chains, major supermarket brands, and thousands of convenience stores now selling IQOS and HEETS tobacco sticks.

“For us, every cigarette or tobacco smoker who can’t or won’t quit is a potential IQOS user. If we’ve had a conversation about alternatives and they’ve shared they want to save money, avoid the smell of cigarettes, or that they want something less harmful that has the taste or satisfaction they’re looking for, we put forward IQOS as the best choice,” said Avtar Sidhu, of St John’s Budgens, Kenilworth.

Birmingham retailer Joy Kaler said the choice of HEETS is the “great thing” about IQOS.

“There will be something to suit every smoking customer’s preference, which makes it easier to switch. I usually find out what they are currently smoking and offer them the equivalent HEETS variant to try. If it’s not quite right, there’s plenty of alternatives and it’s this range of options that keeps them coming back to my store,” Kaler explained.