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JTI has launched Ploom X, a new Heated Tobacco device featuring upgraded technology.

Available in the Greater London area in selected key multiple grocers and accredited independent and convenience retailers from November, the device has been designed to “deliver a superior and unique heated tobacco experience”. Ploom X is available in a bundle deal in most channels, which includes one device and two packs of EVO Tobacco Sticks for £29. The device can be used exclusively with EVO Tobacco Sticks (RRP £4.50*) which are available for all London retailers within the M25.

Ploom X’s technological upgrades include a redesigned HeatFlow system and a higher heating temperature to ensure a more consistent nicotine delivery and enhanced flavour sensation from the first puff; one simple heating mode which makes the device easy for customers to use; adjustments to the airflow system enabling a more consistent vapour delivery and increased vapour volume; a longer session times of up to five minutes and the ability to use more EVO Tobacco Sticks per charge, with up to 22 sessions with just one charge and a smaller and more compact device.

The front panel is also customisable for personalisation with a wider choice of accessories which will be available online at

Mark McGuinness, marketing director at JTI UK, said: “We estimate that the category will be worth £250 million by 2025, with 66% of consumers buying through traditional retail. So, there is really no better time to expand and upgrade our portfolio with Ploom X. 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 £91 million in traditional retail (IRI Market Place, Value Sales, Total T-Vapour Category, Total UK, MAT Jun 2022).