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JTI brings Ploom X Advanced to Sheffield and Glasgow retailers

June 4, 2024


JTI has announced the expansion of its heated tobacco device, Ploom X Advanced.

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

The Ploom X Advanced device, brought to the market in September 2023, comes with an optimised 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 winner of the Product of the Year 2024 Heated Tobacco category.

Ploom device sales have almost doubled since last year, and JTI hopes to build on this success with the highly anticipated expansion outside of Greater London.

With the heated tobacco category currently worth £120 million in traditional retail and growing 8.9 per cent YOY, the staged roll-out of Ploom X Advanced represents a significant sales opportunity for retailers.

“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,” said Mark McGuinness, Marketing Director at JTI UK.

“Our estimates suggest the Heated Tobacco category will be worth £400 million 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.”

As demand for affordable tobacco alternatives shows no signs of slowing, the competitively priced Ploom X Advanced bundle offers excellent value for money within 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, the company said.

Ploom X Advanced is offered as a bundle deal in most channels, including one device and two packs of EVO Tobacco Sticks for £19.00 RRP. The expansion will be supported with wholesale promotions on both Ploom bundles (from 20 May) and EVO tobacco sticks (from 17 June) for a limited time. Bespoke POSM will also be available to retailers.