ITALY. Ploom X Advanced, Japan Tobacco Group’s most evolved heated tobacco sticks device, has made its Italy travel retail debut at Milan Malpensa Airport, in partnership with Avolta.
The launch is supported by a high-impact activation to help drive traffic to the store, especially with the arrival of global travellers attending the Milan Design Week.
The product, previously launched in Japan and Switzerland duty-free stores, comes in a wide variety of device colours, sticks and accessories.
Japan Tobacco’s subsidiary Japan Tobacco International (JTI) noted that the Italy debut marks the brand’s continued expansion in the channel throughout 2024 and beyond, underlining its long-term commitment to travel retail and its partners.
Ploom X Advanced represents the group’s move to expand its portfolio by entering the reduced-risk product (RRP) category to cater to the needs of adult tobacco consumers and vapers while reaffirming its place among the most innovative global brands, JTI added.
JTI’s Global Travel Retail Sales Director Simone Mammi said: “As an Italian myself, I was excited to see JTI’s premium offer in the RRP category taking off in Milan. Our Ploom X Advanced device has been launched in Italy travel retail, alongside Camel heated tobacco sticks, available in four flavours and tobacco intensities (gold, bronze, burgundy and teal).”
JTI noted that with Avolta as one of its long-standing retail partners at Milan Malpensa Airport, it was able to optimise the premium front-of-category space to provide impactful showcasing that, when coupled with ongoing consumer engagement, “should deliver promising results”.
Optimal heat distribution, richer flavor
Ploom X is described as different from traditional cigarettes as it only heats the tobacco rather than burning it.
The tobacco can then be enjoyed without any smoke or ash. It is designed with a HeatFlow technology to ensure optimal heat distribution in just seconds.
The product is also made with up to 95% fewer harmful substances and “has strong potential as a reduced-risk product compared to smoking cigarettes”, JTI noted.
On average, Ploom X shows a 90-95% reduction in the levels of nine constituents recommended by the World Health Organization for reduction in cigarette smoke, JTI added. ✈
