Japan Tobacco International announced that it has launched the heated tobacco device Ploom X in the UK. The new device employs upgraded technology to enhance the consumer experience and adds to JTI UK's growing range of risk reduction and alternative products. The technology is already available in Japan.

"The launch of Ploom X marks a milestone in JTI's history and sets a new paradigm for the heated tobacco category," said Mark McGuinness, JTI International Marketing Director. "Ploom X is a truly innovative product that will exceed consumers' expectations and make their tobacco time more enjoyable and truly unique."

According to the press release, the Ploom X is the latest heat-not-burn device on the market and represents the forefront of the next generation of heated tobacco products.

Ploom X also reduced the levels of 9 ingredients recommended by the World Health Organization (WHO) for reducing cigarette smoke by an average of 90-95%. This does not mean that using Ploom X is safe or eliminates the health or addiction risks associated with tobacco use, and no tobacco product is safe.

The Ploom device is specifically designed for use with EVO tobacco sticks, which contain ActivBlend, a tobacco blend made from finely shredded and finely cut tobacco, in packs of 20 with a suggested retail price of £4.50, EVO costs less than the price of a pack of cigarettes half of .

EVO sticks are available in a variety of flavors: classic tobacco, menthol flavors, fruit and menthol infusions, and capsule variants.

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