1. Home
  2. Ploom X

Ploom X

Ploom X

The next generation of heated tobacco

Ploom X is JT Group’s latest offering in the Heated Tobacco Sticks (HTS) segment, and our most exciting and ambitious launch yet. It was first launched in 2021 in Japan, the world’s largest HTS market, and is now in the process of an accelerated roll-out into key markets over the next few years.

Teams of experts from across the organization have been collaborating closely to develop a truly global product – a modern heated tobacco device that responds to the discerning needs of today’s adult smokers and vapers seeking an alternative choice.

It is quite simply our best Ploom device and has already become a strong challenger in the rapidly growing HTS category.

Corporate commitment

Our consumers are looking for alternatives to combustible tobacco and are willing to try different Reduced-Risk Products* (RRP) categories. HTS is the largest and fastest growing, and hence the most promising segment.

Therefore, the Company is focusing resources behind HTS to compete more successfully in this rapidly moving segment. This strategic priority will strengthen the Group’s worldwide competitiveness, particularly in the RRP category. The JT Group is committed to invest over JPY 300 billion into its RRP business and primarily behind HTS during the 2023-2025 Business Plan period.

Ploom X
Ploom X

PLOOM X is a prime example of this intent and our consumer-centric approach. “Listening to adult smokers and vapers globally, we have created a proposition that is aligned with today’s lifestyles and choices,” explains Takehiko Tsutsui, Executive Vice President for Reduced-Risk Products. “We are delighted with how consumers have been responding to the product in markets in which it has been launched and excited to expand its footprint into new markets around the world.”

Ploom X

Our new, enhanced features now ensure a richer, elevated tobacco experience by combining improved HeatFlow technology with ActivBlend tobacco sticks, thus delivering more flavor for a truly authentic tobacco taste.

Ploom X
Ploom X

The device’s high-end aesthetic design offers the style and modernity that consumers seek, and front panel color options can be easily customized to personal preferences creating a truly unique user experience. Added convenience comes from a device that is easy to use and clean, with little mess and no smoke.

Ploom X

High expectations

Each new market launch will be supported by creative brand communications and extensive omnichannel activation, with particular emphasis on digital.

“We have high expectations for the product in particular and for the Ploom brand in general,” explains Natasa Milosevic, Senior Vice President Marketing & Sales. “Ploom X will make the user experience more fulfilling and unique than ever before and I’m confident that we will continue to build a strong presence in the fast-evolving HTS category and across markets globally. With a focused approach on consumer centricity and consumer care we will be able to react swiftly to the increasingly demanding needs of adult smokers and vapers around the world.”

WE ARE DELIGHTED WITH HOW CONSUMERS HAVE RESPONDED TO THE PRODUCT AND EXCITED TO EXPAND ITS FOOTPRINT TO OTHER MARKETS AROUND THE WORLD.
TAKEHIKO TSUTSUI, EXECUTIVE VICE PRESIDENT, REDUCED-RISK PRODUCTS

International roll-out

Ploomx X is currently present in Japan, the Greater London area, Milan and other regions in Italy, the metropolitan areas of Lisbon (Portugal), Vilnius (Lithuania), Prague (Czech Republic), as well as Zurich and Geneva (Switzerland). Bringing fulfilling moments to more consumers in more markets, Ploom X will be expanding into selected markets on a regular basis over the course of 2023 and 2024.

*Products with the potential to reduce the health risks associated with smoking.

Related Links

Press release: JT Group launches Ploom X
Reduced-Risk Products – Our vaping products
Reduced-Risk Products: building a brighter future