Ploom X, Japan Tobacco (JT) Group’s newest and most-evolved heated tobacco sticks device, has launched in the Swiss travel retail market, featuring at airports in Geneva and Zurich from 1 September.
According to JT subsidiary Japan Tobacco International (JTI), the launch marks the start of Ploom X’s European expansion across travel retail in selected locations. The device was previously available in duty free stores in airports in Japan.
JTI General Manager Global Travel Retail Claudio Ferreira said: “We are proud to start the rollout of Ploom X in Switzerland, a leading destination for the heated tobacco category, which is also home to our headquarters.
“The introduction of Ploom X in Switzerland will act as a catalyst for our European expansion throughout 2023 and 2024.”
Ferreira noted JTI’s “long-term commitment with the travel retail channel and its partners”.
“With Ploom X, we reinforce our portfolio by entering a new product category to cater to the discerning needs of today’s adult tobacco consumers and vapers,” he added.
The Ploom X launch is accompanied by Camel heated tobacco sticks, which are available in seven flavour and tobacco intensities.
JTI believes Ploom X has “strong potential as a reduced-risk product compared to smoking cigarettes”. Ploom X heats the tobacco, rather than burning it. Tobacco can be enjoyed without any smoke or ash, with HeatFlow technology ensuring optimal heat distribution in seconds and a richer flavour. 
