JTI launches 'revolutionary' new and improved Ploom X

JTI announced today the launch of Ploom X, a new Heated Tobacco device featuring upgraded technology to enhance the customer experience. Available in the Greater London area in accredited independent and convenience retailers from November, the device has been designed to deliver a superior and unique heated tobacco experience.

Ploom X is the latest device in the market and represents the cutting edge of the next generation of heated tobacco products. Offering an alternative but familiar tobacco experience by heating tobacco instead of burning it, it provides retailers with a modern product for those seeking a real tobacco experience without the smoke.

The significant technological upgrades include:

• A redesigned HeatFlow™ system and a higher heating temperature to ensure a more consistent nicotine delivery and enhanced flavour sensation from the first puff.
• One simple heating mode which makes the device easy for customers to use.
• Adjustments to the airflow system enabling a more consistent vapour delivery and increased vapour volume.
• Longer session times of up to 5 minutes and the ability to use more EVO Tobacco Sticks per charge, with up to 22 sessions with just one charge.

“We estimate that the category will be worth £250 million by 2025, with 66 per cent of consumers buying through traditional retail," said Marketing Director Mark McGuinness. "So, there is really no better time to expand and upgrade our portfolio with Ploom X. This is just another step in the evolution of the Ploom brand, with improved technology that offers a truly unique experience for customers. We’re looking forward to providing retailers with the opportunity to capitalise on the category, which is already worth £91 million in traditional retail."

Ploom X will be available in selected retailers within the Greater London area and on ploom.co.uk from 2 November. Ploom X is offered as a bundle deal in most channels, including 1 device and 2 packs of EVO Tobacco Sticks for £29*. The device can be used exclusively with EVO Tobacco Sticks (RRP £4.50*) which are available for all London retailers within the M25.

*Retailers are free to sell JTI products at whatever price they choose.