JTI introduces Ploom X, the new heated tobacco device for a “Truly Unique” experience

We are only a few days away from the Italian market entry of Ploom X, the new JTI-branded heated-tobacco device officially unveiled today at a technology-focused event in Milan.

The device, which will be available from the beginning of April, makes its entry into the European Union market precisely in our country. This is not a random choice, as Didier Ellena, president and CEO of JTI Italy, explains.

"The decision to start the distribution of Ploom X here is yet another demonstration of the importance of this country for our company: Italy in the world is synonymous with attention to detail, research, refinement, elegance and style: a concept that fits perfectly with JTI's mission and the idea behind Ploom. Encapsulated in this device is our company's response to the heated tobacco market, a sector that has been growing rapidly in recent years. This device represents a piece of our future, a future in which Italy leads the way, to continue to grow together on a path of innovation, technology and quality."

Ploom X has the HeatFlow™ system as its hallmark: a system that, using proprietary technology, ensures a smooth nicotine release and intense aroma from start to finish, and offers unlimited 5-minute smoke sessions.

Thanks to its technology, the device is designed to heat tobacco while minimizing the smell of smoke, and with a full charge cycle, it can offer up to 23 sessions of use, ensuring the same top-quality experience in each one.

Ploom X will come to market in three colors, Silver, Black and Champagne, and can be further customized with a wide range of magnetic covers and accessories.

"We wanted each of our customers to feel free to express themselves even while using the device," said in fact Giacomo Merli, Marketing Director of JTI Italy. "For us, every consumer is Truly Unique. And we wanted each one to be able to customize it exactly to their own taste. JTI's new device is compact, ergonomically designed, and intuitive. In one sentence: a key building block for the future of our company."

A future that sees Italy playing an increasingly prominent role for JTI, which has always been committed to increasing investments within the country, not only through the purchase of tobacco but also through concrete activities in support of sustainability and social inclusion.

"Our relationship with Italy starts from afar, but looks to the future," finally commented Lorenzo Fronteddu, Corporate Affairs and Communications Director of JTI Italy. "Here we have invested and continue to invest increasingly and successfully, we have developed solid ties with the territories and contributed to the growth of the country's agricultural and business fabric, growing in turn. Italy is our springboard into the future: here we have written one piece of our history and now we are ready to start another. And Ploom X represents, in effect, a part of that future."

Launched in Milan, Ploom X will initially be available in Lombardy, Liguria, Piedmont, Veneto, Tuscany, Emilia-Romagna, Apulia, and Sicily, and then will arrive throughout Italy.