Slovak consumers are getting a better choice.
As they are increasingly looking for alternatives to smoking traditional cigarettes, JTI brings an excellent and innovative choice in form of Ploom X Advanced. The device for heating tobacco refills goes on sale on 6 March 2024 and has an ambition to drive continued growth of the category with potentially reduced risks associated with smoking. Heated tobacco currently represents about 15% of the Slovak nicotine market.
Years of development
Ploom X Advanced is the result of years of development by JTI’s engineers and listening to consumer expectations. Its advantage versus other products on the market lies in the unique HeatFlow technology that heats the tobacco filling from the outside. Thus, the tobacco does not come into direct contact with the heat source. Thanks to this, it does not burn, so there is no unpleasant smell. The device does not need to be cleaned often and the refills do not break. "Those who have already tried this system appreciate the fact that it preserves the authentic taste of tobacco without the unpleasant smell that consumers may associate with this product category," explains Abdallah Simba, Country Manager of JTI Slovak Republic.
Marketing manager Matúš Porubský mentions other advantages: "On a single charge, the device can heat the entire pack, i.e. 20 sticks. Adult consumers can use up to three refills in a row before the heating element requires a short break. With Ploom X Advanced, one refill can be enjoyed for up to five minutes without limiting the number of puffs."
Customers will be able to choose from up to five different color versions of the device, which they can further adapt to their style thanks to exchangeable covers and other accessories. Some will be available exclusively in the online store www.ploom.sk.
The device uses tobacco sticks bearing the Camel brand and adult consumers will find up to seven different variants in stores. The pan-European ban on products with a characterizing aroma will only apply in Slovakia from January 2025, which is also reflected in the range of refills for Ploom X Advanced.
"The novelty is available from March 6 on our e-shop and in selected tobacco shops. Its availability will gradually expand throughout Slovakia," adds A. Simba. The device will be available for purchase for €40, but upon registration, customers will be able to get a starter kit with five packs of refills for €30.
Responsible approach
The entire Ploom ecosystem is set up to operate sustainably and limit its environmental impact. The packaging of the device uses material from recycled PET bottles and fibers from sustainable forestry. The Camel refill filters are also sustainable; JTI will contribute to cities and municipalities in their cleaning endeavors. Containers for used refills, which will be part of the range of accessories, will help prevent littering.
Environmental responsibility thus complements social responsibilities. "It is very important for JTI to offer consumers a freedom of choice. And according to surveys, they are increasingly choosing alternatives that carry a potentially reduced risk and at the same time are less bothersome for those around," adds the JTI country manager.