JTI (Japan Tobacco International), the leading Tobacco Company in the UK[i], launches its new heated tobacco product Ploom S, today.
As sales of heated tobacco products have increased by 270% in the UK in the last 12 months[ii] and by 100% since the start of 2020[iii], JTI believes that by following its consumer-centric approach, supported by data and behavioural insights, the time is now right to launch its premium lifestyle ‘challenger’ brand in one of its major markets, to capitalise on this exciting growth.
Today’s announcement by one of the world’s leading tobacco and vaping companies, follows successful launches in Japan, Russia and Italy where Ploom has growing market shares; offering existing adult smokers an alternative but familiar tobacco experience by heating tobacco instead of burning it.
JTI are committed to developing, testing, and bringing to market new Japanese technology and products with superior taste satisfaction to maximise the choices available to adult consumers as much as possible. The Company will therefore use its market leading position to leverage the uniqueness of Ploom, namely:
- Fast heating time;
- No smoke smell;
- Minimal mess and cleaning;
- No puff limit;
- A heated tobacco blend with two different cuts of tobacco;
- Customers can enjoy 20 sticks from a single charge;
The profile of a typical Ploom user is someone who:
- Enjoys tobacco but wants to choose a new modern heated tobacco product; we believe they will enjoy the enhanced taste and experience that Ploom offers;
- Wants the convenience of an easy to use product;
The Ploom S device will be sold through Ploom-branded lounges (Argyll Street and Westfield Shopping Centre, London), Ploom pop-up shops, online at www.ploom.co.uk and through Accredited Retailers across London[iv].
Dean Gilfillan, General Manager at JTI UK, commented: “The time is right for JTI to enter this exciting growth segment in the UK with a proven product that continues to grow in markets in which we have already launched. We are focused on meeting the needs of our consumers and providing them with the quality products they want, both today and in the future. Ploom S offers adult smokers the ultimate heated tobacco taste experience and, as the leading Tobacco Company in the market by sales and volume, we are ideally positioned to meet their needs.”
Accredited Ploom Retailers will have the opportunity to purchase their supply of devices and tobacco sticks through a dedicated JTI Ploom Specialist or on the new JTI Advance Shop, whilst EVO tobacco sticks will be available for all London retailers to purchase through the same channels as well as most wholesalers within the M25.
To celebrate the launch, a bundle pack including a Ploom S device and 5 packs of EVO tobacco sticks will be available from Accredited Retailer stores and on Ploom.co.uk with an RRP of £39*.
To drive trial and encourage repeat purchase in traditional retail, the Ploom S device and EVO tobacco sticks will also be available for existing adult smokers to try and buy at Ploom Retail Stores across the capital.
Nick Geens, Head of Reduced Risk Products at JTI, commented: “It is predicted that by 2025 there will be nearly one million Ploom users nationwide and that traditional retail will contribute to two thirds (67%) of this volume[v]. Ploom provides an exciting opportunity for retailers across the capital to maximise a huge sales opportunity by stocking all four EVO tobacco flavours.”
“The heated tobacco category is an exciting prospect for the UK which is why we’ve significantly invested in it with the launch of Ploom. We know the profit opportunity that this category presents retailers is significant, and we’re therefore committed to making this launch a success and are supporting retailers across the capital every step of the way; using the dedicated assistance of a Ploom Specialist for Accredited Retailers we have planned extensively to support the launch and introduce the device to existing adult smokers.”
For more information on Ploom, retailers should visit www.jtiadvance.co.uk/ploom or speak to their local JTI Representative.
* Subject to availability. Retailers are free at all times to sell JTI products at whatever price they choose
[i] By sales and volume
[ii] IRI Marketplace, Traditional Retail, T-Vapour Category, Unit Sales, 5WA to 30/08/20 vs YA
[iii] IRI Marketplace, Traditional Retail, T-Vapour Category, Unit Sales, Jan 2020 to Aug 2020
[iv] 60 retailers that have been specially selected by JTI and trained to be able to converse with consumers about the Ploom Product range
[v] JTI estimates (Walnut online research/Euromonitor)
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