JTI brings heated tobacco expertise to Sheffield and Glasgow

JTI today announced the expansion of its highly successful heated tobacco device, the Ploom X Advanced.

The expansion will see the device and heated tobacco sticks become available to independent and token group retailers in Sheffield and Glasgow. This will be in addition to current availability in several key stores across the country, as well as convenience and vape retailers in London, as the brand looks to create the category and help retailers capitalize on the growing opportunity.

The Ploom X Advanced was launched in September 2023, featuring an optimized HeatFlow™ system and faster charging, now taking less than 90 minutes to achieve a full charge. Just a few months later, the device was voted the winner of the 2024 Heated Tobacco Product of the Year category(1).

Sales of Ploom devices have almost doubled since last year(2) and JTI hopes to build on this success with its highly anticipated expansion outside of Greater London.

With the heated tobacco category currently worth £120m in brick-and-mortar retail(3) and growing by 8.9% year-on-year(4), the phased launch of Ploom X Advanced represents an opportunity significant sales for retailers.

Mark McGuinness, Marketing Director at JTI UKsays: “The Ploom brand has shown really encouraging growth, particularly over the past 12 months, and we have big plans to take this even further in 2024 with our expansion into the independent convenience channel outside of London.”

“Our estimates suggest that the Heated Tobacco category will be worth £400m by 2027.(5) as more customers seek an alternative yet familiar tobacco experience with devices that heat tobacco instead of burning it. We look forward to working closely with retailers in Sheffield and Glasgow to educate them on the Heated Tobacco opportunity and see them benefit from such a thriving category.”

As the demand for affordable tobacco alternatives shows no signs of slowing down, the competitively priced Ploom X Advanced pack offers excellent value for money in the Heated Tobacco category. As well as being more cost effective for consumers, heated tobacco sticks also offer higher margins to retailers when sold at RRP**.

Ploom X Advanced is available from selected retailers in Sheffield and Glasgow and on ploom.co.uk from 1^St May 2024*. Ploom X Advanced is offered as a bundle offer across most channels, including 1 device and 2 packs of EVO Tobacco Sticks for £19.00 RRP.** The expansion will be supported with wholesale promotions for both Ploom packs (from 20^th May 2024) and EVO tobacco sticks (from 17^th June 2024) for a limited time. Bespoke POSM will also be available to retailers.

The device is to be used exclusively with EVO Tobacco Sticks (RRP £4.50**).

For further assistance with JTI’s UK portfolio, retailers can contact JTI’s Customer Helpline on 0800 163503 or visit the JTI Retailer website www.jti360.co.uk/login

*Speak to your JTI representative to learn more.

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

(1) Ploom X Advanced – Heated Tobacco Category Winner. Kantar survey of 8,000 people

(2) JTI Actuals YTD’24 vs YTD’23

(3) Circana Market Place, Value Sales, Total T-Vapour Category, Total UK, MAT Dec 2023

(4) Circana market, value sales, total vapor category T, total UK, December 2023 vs December 2022

(5) Actual data, Circana market value and JTI estimates of non-traditional channels 2021-2023 plus JTI estimates 2024-27