Product | JTI Expands Ploom Ecosystem as LYO Tobacco-Free Nicotine Sticks Roll Out Across Europe

Key Points

• JTI introduces LYO tobacco-free nicotine sticks.
• Designed for the Ploom device ecosystem.
• Contains nicotine without tobacco.
• Rolling out across multiple European markets.
•  Reflects tobacco companies’ expansion into alternative nicotine consumables.

 2Firsts

July 21, 2026

Japan Tobacco International (JTI) is expanding its Ploom product ecosystem with LYO tobacco-free nicotine sticks. Public information shows that LYO has gradually entered several European Ploom markets, including Spain, Portugal and Germany, before JTI officially introduced the product in Romania in July 2026.

Unlike conventional heated tobacco sticks, LYO contains no tobacco and provides a new consumable format within the Ploom ecosystem. The product expands JTI’s heated product portfolio while reflecting the broader industry trend toward diversified nicotine formats.

LYO Expands the Ploom Consumable Ecosystem

LYO is positioned as a tobacco-free nicotine stick designed specifically for Ploom devices.

Unlike traditional heated tobacco products that rely on tobacco-based consumables, LYO uses a tobacco-free format while maintaining the heated-device usage model. The product provides consumers with an alternative consumable option within the existing Ploom ecosystem.

According to Ploom public information, LYO has been introduced across multiple European markets, with flavor availability varying by country. Publicly available information lists Arctic Mint and Wild Berry among the flavors available in selected markets.

Some LYO variants feature an aroma capsule in the filter, allowing users to activate additional flavor intensity by pressing the capsule.

European Market Rollout Underway

LYO has appeared across several European Ploom markets.

Official Ploom websites in Spain and Portugal have published LYO product information, while related retail listings have also appeared in Germany. In July 2026, JTI officially introduced LYO in Romania, further expanding the product’s market presence.

Compared with other nicotine alternatives such as disposable vapes and nicotine pouches, LYO follows a business model closer to:

Device + dedicated consumables

This approach remains a key strategy among major tobacco companies developing smoke-free product ecosystems.

JTI Explores Tobacco-Free Nicotine Consumable Formats

Global tobacco companies are increasingly expanding beyond traditional tobacco products into broader nicotine categories.

PMI has developed the IQOS ILUMA and TEREA ecosystem around heated tobacco products, while BAT continues expanding glo-related products. JTI is exploring additional consumable formats through Ploom, including both tobacco-based sticks and tobacco-free nicotine sticks.

The introduction of LYO suggests that JTI is testing new directions for the Ploom ecosystem by expanding beyond a single tobacco-based consumable model.

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JTI LYO Stick Highlights: Crafted with a tobacco-free herbal substrate and an integrated flavor capsule, designed exclusively for Ploom devices.｜Source： Ploom official product pages

Industry Perspective

Competition in smoke-free products is increasingly shifting from individual devices toward broader ecosystems combining hardware, consumables and user experience.

LYO reflects this transition. By introducing a tobacco-free nicotine format for Ploom devices, JTI is expanding the potential applications of its existing platform and creating additional product pathways.

For major tobacco companies, future competition will not only depend on developing new devices, but also on building diverse consumable ecosystems around existing platforms. The combination of LYO and Ploom demonstrates JTI’s exploration of this direction.

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Cover image source: Ploom official product pages