2Firsts Insights｜JT to Launch New Ploom AURA Heated Device Nationwide in July

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Key Points: 

·Japan Tobacco (JT) launches a new heated tobacco device, Ploom AURA, along with its proprietary tobacco stick, EVO.

·The Ploom AURA utilizes "SMART HEATFLOW" heating technology, supports four heating modes, and is priced at approximately $20.94 (tax included).

·The EVO tobacco stick is positioned as a high-end professional brand, offering three initial flavors with a selling price of around $3.87 (tax included).

·This series will be launched exclusively at CLUB JT online store and nationwide Ploom exclusive stores, and is planned to expand to nationwide convenience stores and some tobacco retail channels starting July 1st.

·JT plans to invest 650 billion yen in developing the RRP category between 2025 and 2027, with the goal of achieving a market share of over 10% in the HTS market by 2028.

【By 2Firsts】On May 27th, 2Firsts noticed on the official website of Japan Tobacco (JT) that they have officially launched a new generation of heated tobacco device, Ploom AURA, and a specific tobacco stick, EVO, in the Japanese market. The products in this series will gradually be available in nationwide convenience stores and some tobacco specialty stores starting from July 1st, expanding their market coverage.

According to information released by Japan Tobacco Inc., Ploom AURA utilizes the latest "SMART HEATFLOW" heating technology, offering four heating modes: standard, strong, long-lasting, and energy-saving. The product is available in a variety of colors and accessory combinations, and also features Bluetooth connectivity and control through a dedicated mobile app. The Ploom AURA starter kit is priced at 2,980 Japanese Yen ($20.94, tax included).

The EVO dedicated tobacco stick released this time is the first high-end dedicated brand launched by JT, with three initial flavors: Deep Regular, Cold Menthol, and Berry Crystal. The price of the EVO tobacco stick is 550 yen ($3.87, tax included).

Takahiko Tsutsui, Executive Vice President of JT International, stated in a recent product preview press release that the company plans to invest approximately 650 billion yen (about $4.2 billion ) in the development of Reduced Risk Products (RRP) from 2025 to 2027. The core project, "Ploom AURA," will lead the way with the goal of capturing over 10% of the heated tobacco product (HTS) market by 2028.

Ploom AURA was pre-launched on May 27th at CLUB JT online store and national Ploom specialty stores, with plans to expand sales to national convenience stores and some tobacco retail channels starting on July 1st. In addition, JT announced that its brand membership platform, "Ploom CLUB," will be officially upgraded and will launch a "1,500 yen coupon" (about $10.54) promotion for a limited time, exclusively for advanced CLUB JT members.

Previously, JT announced that its heated tobacco device "Ploom X Advanced" will cease sales in the Japanese market starting in mid-May after clearing out remaining inventory.

Later, the 2Firsts product section will bring in-depth analysis of products, So stay tuned.