PLOOM S

PRODUCT SPECIAL: JTI

JTI ENTERS HEATED TOBACCO WITH PLOOM S

JTI IS ENTERING THE HEATED TOBACCO SEGMENT WITH THE LAUNCH OF PLOOM S TO CAPITALISE ON270% GROWTH IN THE SEGMENT IN LAST 12 MONTHS.

JTI (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:

Fast heating time

No smoke smell

Minimal mess and cleaning

No puff limit

A heated tobacco blend with two different cuts of tobacco

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 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.

To drive trial and encourage repeat purchase in traditional retail, the Ploom S device and EVO tobacco sticks will also be available for existing adult smokers to try and buy at Ploom Retail Stores across the capital.

Nick Geens, Head of Reduced Risk Products at JTI, comments: “We predict that by 2025 there will be nearly one million Ploom users nationwide and that traditional retail will contribute to two thirds (67%) of this volume. Ploom provides an exciting opportunity for retailers across the capital to maximise a huge sales opportunity by stocking all four EVO tobacco flavours.

“The heated tobacco category is an exciting prospect for the UK which is why we’ve significantly invested in it with the launch of Ploom.

“We know the profit opportunity that this category presents retailers is significant, and we’re therefore committed to making this launch a success and are supporting retailers across the capital every step of the way; using the dedicated assistance of a Ploom Specialist for Accredited Retailers we have planned extensively to support the launch and introduce the device to existing adult smokers.”

For more information visit www.jtiadvance.co.uk/ploom or talk to your JTI Rep.

WHAT YOU NEED TO KNOW...

Ploom S device available in three colours (Matte Black, Soft Champagne and Steel Silver)

Device RSP £89

Uses EVO tobacco sticks available in four flavours

BRONZE – full flavoured tobacco for a rich and intense Ploom experience

SEPIA – smooth and rounded tobacco for a well-balanced Ploom experience

EMERALD – classic tobacco infused with cooling menthol for a refreshing sensation during every Ploom session

PURPLE – classic tobacco infused with berry and cooling menthol for a fruity and refreshing sensation during every Ploom session

Sticks RSP £4.50

Initially launches in London only

JTI has set itself a target of one million Ploom users by 2025