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, brought to the market in September 2023, comes with an optimised HeatFlow system and faster charging, now taking less than 90 minutes to achieve a full charge. Just a few months later the device was voted winner of the Product of the Year 2024 Heated Tobacco category.

Ploom device sales have almost doubled since last year, and JTI hopes to build on this success with the highly anticipated expansion outside of Greater London.

With the heated tobacco category currently worth £120 million in traditional retail and growing 8.9 percent YOY, the staged roll-out of Ploom X Advanced represents a significant sales opportunity for retailers.

“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,” said Mark McGuinness, Marketing Director at JTI UK Read More….