Japan Tobacco International (JTI) Global Travel Retail General Manager Claudio Ferreira has underlined the importance of innovation to the tobacco player’s growth strategy. 

Speaking to TRBusiness Shorts, the exclusive video insights series produced in partnership with Bluedog Group and filmed on location at the TFWA World Exhibition & Conference (1-5 October), Ferreira identifies new growth opportunities following the recent launch of heated tobacco sku Ploom X.

As reported, Ploom X – part of JTI’s ‘Reduced-Risk Products’ portfolio – recently went live at Geneva and Zurich Airports in partnership with Lagardère Travel Retail, marking its rollout across select European locations in the channel.

“Tobacco is leading the recovery and growing ahead of other categories and is really contributing to our partners’ results,” explained Ferreira.

He goes onto state that the transition towards new category products must be managed carefully, adding: “We have a very strong portfolio with offers in all categories, so we can grow more than the category as a whole and we’re bringing innovation with Ploom that will spearhead this even more.”

Ferreira was appointed to his position in November 2022, succeeding Simon Warburton.

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