Japan Tobacco Group's most advanced heated tobacco stick device, Ploom X Advanced, is collaborating with Avolta to make its first appearance in an Italian travel retail store at Milan Malpensa Airport.
This press conference received significant support from influential events, helping to increase foot traffic to stores, especially after the influx of global tourists attending Milan Design Week. Japan Tobacco International (JTI) noted that its debut in Italy marks the brand's continued expansion in the channel through 2024 and beyond.
Ploom X is described as different from traditional cigarettes because it only heats tobacco instead of burning it, allowing for the enjoyment of tobacco without any smoke or ash. The product utilizes HeatFlow technology designed to ensure optimal heat distribution in just a few seconds.
JTI pointed out that the harmful substance content of the product has also been reduced by 95%, stating that "compared to smoking, the product has strong potential as a risk-reduction option." On average, Ploom X can reduce the levels of nine components in cigarette smoke recommended by the World Health Organization by 90-95%.
JTI added that Ploom X Advanced represents the company's move to expand its product portfolio by entering the Reduced Risk Products (RRP) category to meet the needs of adult tobacco consumers and e-cigarette users.
Simone Mammi, Global Travel Retail Sales Director at JTI, stated, "As an Italian, I am pleased to see JTI offering premium deals in the suggested retail price category taking off in Milan. Our Ploom X Advanced device has been launched in travel retail stores in Italy, introduced alongside Camel Heat-Not-Burn sticks available in four flavors and tobacco intensities (gold, bronze, burgundy, and blue).
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