Tobacco and vaping firm JT Group has rolled out its heated tobacco stick device Ploom X at Geneva and Zurich airports in collaboration with Lagardère Travel Retail and Dufry, respectively, following the launch across Japan duty free.

The 1 September release marks the start of Ploom X’s roll-out in selected European travel retail locations. 

Ploom X differs from traditional cigarettes because the device heats the tobacco, rather than burning it. They can then be consumed without smoke or ash.

HeatFlow technology is said to offer optimal heat distribution, but generating a similar flavour to comparable products.

Camel heated tobacco sticks, available in seven different flavour and tobacco intensities, accompanies the Ploom X launch. 

Ploom X: ‘Potential’ reduced-risk product

JT Group said in a statement that it believes Ploom X has potential as a reduced-risk product compared to smoking cigarettes.

On average, there is a 90-95% reduction in the levels of nine constituents the World Health Organisation says should be cut from cigarette smoke. 

The comparison is made against a standard reference cigarette. JT Group notes that no tobacco product is safe, and that the study does not mean Ploom X use is risk-free, or eliminates health and addiction risks.

“We are proud to start the rollout of Ploom X in Switzerland, a leading destination for the heated  tobacco category, which is also home to our headquarters,” said Claudio Ferreira, General Manager of JTI Global Travel Retail. 

“The introduction of Ploom X in  Switzerland will act as a catalyst for our European expansion throughout 2023 and 2024.

“JTI has a long-term commitment with the travel retail channel and its partners.

“With Ploom X, we reinforce our portfolio by entering a new product category to cater to the discerning needs of today’s  adult tobacco consumers and vapers.” 

Claudio Ferreira was appointed JTI’s Global Travel Retail General Manager in September 2022. He succeeded Simon Warburton, who retired following 25 years with the business.