Ploom X advanced

JTI has expanded the reach of its heated tobacco device, Ploom X Advanced.

The expansion will see the device and heated tobacco sticks become available to independent and symbol group retailers in Sheffield and Glasgow.

This will be in addition to current availability in key multiple grocers across the country, as well as convenience and vape retailers in London, as the brand looks to build the category and help retailers capitalise on the growing opportunity.

The Ploom X Advanced device was brought to the market in September 2023.

According to Circana data, the heated tobacco category is currently worth £120m in traditional retail and growing 8.9% YOY.

Marketing director at JTI UK Mark McGuinness said: “The Ploom brand has shown really encouraging growth, particularly over the last 12 months, and we have big plans to take this even further in 2024 with our expansion into the independent convenience channel outside of London.”

“Our estimates suggest the Heated Tobacco category will be worth £400m by 2027 as more customers are seeking an alternative but familiar tobacco experience with devices that heat tobacco instead of burning it. We look forward to working closely with retailers in Sheffield and Glasgow to educate them on the Heated Tobacco opportunity and to see them benefit from such a thriving category.”