First test marketed in Switzerland, the Heatbar uses a hand-held device that holds and burns a cigarette that has been specifically developed for the Heatbar. Puffing on the cigarette activates the burning, and claims to reduce the smoke that goes into the air as well as carbon monoxide and tar levels.

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According to The Age newspaper, Philip Morris has secret plans to bring the Heatbar down under and it will be sold from a concept store, The New Movement Tobacconist, to open in Chapel Street, South Yarra. The store will be modelled on a similar outlet called the Heatbar Tasting Room in Zurich. Philip Morris has not confirmed this as yet though.

The move has fired up Quit Victoria, well, fired up in protest. It is planning a petition to pressure Stonnington Council to review the granting of a planning permit for the store, the Age reports.

If the Heatbar does come to Aussie shores, it is still to be seen how successful it will be. Professor in Public Health at the University of Sydney and anti-Tobacco campaigner Simon Chapman is dubious.

"Why would anyone want to buy these things? If people are so desperate to have nicotine that they can't last a meal in a restaurant or a drink at the pub, they can have patches, chew gum or simply go outside and have a smoke," he said.

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The Swiss Heatbar brochures

"People aren't going to want to carry an apparatus around with them – it is like hanging a sign round their neck saying ‘I'm an addict.' This is just today's publicity

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stunt from Philip Morris," he continued.