Tobacco giant JTI has launched its second generation heated tobacco device: Ploom X.
The device comes with several technology updates, including an increase in the number of tobacco sticks that can be smoked per charge and a redesigned heating system that JTI said ensured “a more consistent nicotine delivery and enhanced flavour sensation from the first puff”.
Ploom X is also smaller than previous Ploom devices and its front panel can be swapped out for other colours. A wider choice of accessories – such as a carry case and car holder – are also available.
The device – which like previous generations of Ploom uses JTI’s EVO tobacco sticks – is available from “selected key multiple grocers” this month in the Greater London area, with a rollout to independent and convenience retailers from November. The device, refills and accessory range are also available direct from JTI on dedicated website Ploom.co.uk.
Ploom X is offered as a bundle deal in most channels, including one device and two packs of EVO Tobacco Sticks for £29.
JTI estimates the heated tobacco category – sometimes known as heat-not-burn – will be worth £250m by 2025.
“So, there is really no better time to expand and upgrade our portfolio with Ploom X,” said Mark McGuinness, marketing director at JTI UK. “This is just another step in the evolution of the Ploom brand, with improved technology that offers a truly 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 [IRI]”.
This week JTI rival Philip Morris (PML) announced it had started the rollout of heated tobacco device Iqos Originals Duo, which it described as a “revamped and renamed version” of Iqos 3 Duo. Apart from the name change, the device is the same as the Iqoa 3 Duo except for a “turquoise activation button colour”.
PML said while the new device was filtering through to retailers, they could continue to sell Iqos 3 Duo until stock ran out – “they don’t need to return any product to PML or swap it for the new product”.
Retailers will be able to order the new kits via PML’s digital trade engagement platform from December. The renamed device will be sold as a kit, consisting of the two-piece device and two packs of PML’s tobacco sticks Heets for a recommended retail price of £39.
Kate O’Dowd, head of commercial planning at PML, said smokers were “increasingly on the lookout for an alternative product that is satisfying, less harmful and affordable”.
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