JTI has confirmed the expansion of its Ploom X Advanced heated tobacco device and Evo sticks to independent retailers in Glasgow and Sheffield – the first time they are available to the channel outside London.
Ploom X Advanced initially launched to convenience retailers in London as well as multiples across the UK in September 2023.
This year, it was voted winner of the 2024 Product of the Year Heated Tobacco category.
According to the supplier, Ploom device sales have almost doubled since last year, while the heated tobacco category is currently worth £120m in traditional retail and is growing by 8.9% annually.
Ploom is available as a bundle deal, with one device and two packs of sticks for £19. The supplier is supporting the expanded availability with wholesale promotions on Ploom bundles and Evo sticks, as well as bespoke PoS.
Mark McGuinness, marketing director at JTI UK, said: “The Ploom brand has shown really encouraging growth, particularly over the last 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 the heated tobacco category will be worth £400m by 2027 as more customers are seeking an alternative but 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 to see them benefit from such a thriving category.”
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