JTI invests in heated tobacco with Ploom X

JTI has launched the next generation model of its heated tobacco device with Ploom X, featuring upgraded technology to enhance the customer experience.

Available in the Greater London area in selected supermarkets from October, and accredited independent and convenience retailers from November, the device has been designed to deliver an improved heated tobacco experience.

Ploom X offers an alternative tobacco experience by heating tobacco instead of burning it, providing retailers with a modern product for customers seeking an experience more comparable to smoking a cigarette without the smoke. The device heats to 295 degrees Celsius, compared to its predecessor Ploom S, which will be slowly phased out of market, at 230 Celsius.

Asked about the technology, JTI told Better Retailing that Ploom X has a redesigned ‘HeatFlow’ system which allows it to reach 295 Celsius, which the supplier claims is the “optimum level for heating Evo tobacco sticks”. In comparison, Philip Morris Limited’s Iqos device heats up to 360 degrees Celsius.

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The technological upgrades include: A redesigned heat flow system and a higher heating temperature to ensure a more consistent nicotine delivery; one 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 five minutes and the ability to use more Evo Tobacco Sticks per charge, with up to 22 sessions with just one charge; and a smaller and more compact device.

The front panel is also customisable for personalisation with a wider choice of accessories which will be available online at ploom.co.uk.

Mark McGuinness, marketing director at JTI UK, said: “We estimate the category will be worth £250m by 2025, with 66% of consumers buying through traditional retail. This is just another step in the evolution of the Ploom brand, with improved technology that offers a unique experience for customers. We’re looking forward to providing retailers with the opportunity to capitalise on the category, which is already worth £91m in traditional retail.

Ploom X is offered as a bundle deal in most stores, including one device and two packs of Evo Tobacco Sticks for an RRP of £29. The device can be used exclusively with Evo Tobacco Sticks (RRP £4.50) which are available for all London retailers within the M25.