PRODUCT SPECIAL
PLOOM S JTI
JTI ENTERS HEATED TOBACCO WITH PLOOM S
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JTI IS ENTERING THE HEATED TOBACCO SEGMENT WITH THE LAUNCH OF PLOOM S TO CAPITALISE ON 270% GROWTH IN THE SEGMENT IN LAST 12 MONTHS.
TI (Japan Tobacco International), the UK’s biggest tobacco company, has entered the heated tobacco category for the first time with the launch of a new solution called Ploom S. The category, currently dominated by PMI’s IQOS product, saw sales growth of 270% in the last 12 months [IRI, Aug 2020], albeit from a relatively modest base. JTI believes that by following a “consumer-centric approach, supported by data and behavioural insights, the time is now right to launch its premium lifestyle ‘challenger’ brand in one of its major markets, to capitalise on this exciting growth”. Announced yesterday, the launch follows successful rollouts in Japan, Russia and Italy where Ploom has growing market shares, offering existing adult smokers an alternative but familiar tobacco experience by heating tobacco instead of burning it. The company says the new Japanese technology and products deliver “superior taste satisfaction” and intends to make use of its market-leading position in the UK to leverage the uniqueness of Ploom: Q Fast heating time Q No smoke smell Q Minimal mess and cleaning Q No puff limit Q A heated tobacco blend with two different cuts of tobacco Q Customers can enjoy 20 sticks from a single charge The Ploom S device will be sold initially through Ploombranded lounges (Argyll Street and Westfield Shopping Centre, London), Ploom pop-up shops, online at
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www.ploom.co.uk and through 60 accredited retailers across London. Available in three colours, the devices uses EVO tobacco sticks based around a high quality and expertly crafted ActivBlend using micro ground and fine cut tobacco. Four flavours are available. Dean Gilfillan, General Manager at JTI UK, comments: “The time is right for JTI to enter this exciting growth segment in the UK with a proven product that continues to grow in markets in which we have already launched. We are focused on meeting the needs of our consumers and providing them with the quality products they want, both today and in the future. Ploom S offers adult smokers the ultimate heated tobacco taste experience and, as the leading tobacco company in the market by sales and volume, we are ideally positioned to meet their needs.” Accredited Ploom retailers will have the opportunity to purchase their supply of devices and tobacco sticks through a dedicated JTI Ploom Specialist or on the new JTI Advance Shop, whilst EVO tobacco sticks will be available for all London retailers to purchase through the same channels as well as most wholesalers within the M25. To mark the launch, a bundle including a Ploom S device and 5 packs of EVO tobacco sticks will be available from accredited retailers and on Ploom.co.uk with an RSP of £39.
