Ploom Device shot

JTI has launched its new heated tobacco product Ploom S into the UK.

The product is already available in Japan, Russia and Italy; offering existing adult smokers an alternative but familiar tobacco experience by heating tobacco instead of burning it.

The Ploom S device will be sold through Ploom-branded lounges (Argyll Street and Westfield Shopping Centre, London), Ploom pop-up shops, online at and through accredited retailers across London.

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.


The Ploom S device is available in a Matte Black, Soft Champagne and Steel Silver, with an RRP of £89, and is to be used exclusively with EVO tobacco sticks which utilise ActivBlendTM using microground and fine cut tobacco; available in four different flavours with an RRP of £4.50.

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 with an RRP of £39.

General manager at JTI UK Dean Gilfillan said: “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.”

Head of reduced risk products at JTI Nick Geens outlined the ambitions for the product. “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. 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.”