JTI has launched its heated-tobacco device, Ploom S, into the convenience channel, with wholesalers within the London area now stocking the Evo tobacco sticks.
The device is unavailable through the wholesale channel, with this going through 60 accredited retailers in London, including 30 independent convenience stores and two dedicated Ploom outlets in West London.
Sarah Connor, communications manager at JTI UK, told Better Wholesaling that sales of heated tobacco have increased by 270% in the UK in the past 12 months, with London making up 70% of all volume sales in the category. She added plans for a nationwide launch are in review.
The device itself is available in Matte Black, Soft Champagne and Steel Silver colours, while the tobacco sticks are available in Bronze (full flavour), Sepia (smooth), Emerald (menthol) and Purple (berry menthol) varieties.
JTI predicts by 2025, there will be one million Ploom users worldwide with traditional retail contributing to 67% of sales.
Nick Geens, head of reduced risk products at JTI, said: “The heated tobacco category is an exciting prospect for the UK which is why we’ve significantly invested in it with the launch of Ploom. We know the profit opportunity that this category presents retailers is significant, and we’re therefore committed to making this launch a success, and are supporting retailers across the capital every step of the way. Using the dedicated assistance of a Ploom Specialist for accredited retailers, we have planned extensively to support the launch and introduce the device to existing smokers.”