Japan Tobacco Inc. on Tuesday launched Ploom Aura, its next generation heated tobacco device in Japan.
In parallel, JT Group will roll out EVO, its exclusive and premium heated tobacco sticks (HTS), to complement Ploom Aura. A nationwide launch of Ploom Aura and EVO will start on July 1 in convenience stores and tobacco retail shops.
Ploom Aura will roll out globally in the near future.
“In the Reduced-Risk Products (RRP) category, we are focusing on providing adult consumers with quality products, rooted in technology, consumer insights, and experience and I truly believe Ploom Aura embraces all these aspects and more,” said Takehiko Tsutsui, executive vice president of reduced-risk products at JT Group.
“The JT Group will continue to prioritize investments in the heated tobacco sticks segment which maintains the strongest and most consistent growth in the RRP space. Over the course of 2025-2027, we are investing 650 billion yen (£3.34bn) in RRP, and a significant part of this will be towards Ploom Aura, notably on the launch in Japan and globally.”
Ploom Aura’s key focus is on enhancing flavour and the device leverages SMART HEATFLOW heating technology, delivering sensory satisfaction while enabling consumers to enjoy the full essence and richness of tobacco with the absence of combustion and no smell of smoke.
The new Heat Select System offers four modes for users to customise their experience in line with their preferences. The device maintains the delicate and organic curves characteristic of Ploom, while evolving into a compact and slim design – combining elegance and practicality.
EVO, JT Group’s global heated tobacco sticks brand, is designed to seamlessly enhance Ploom’s advanced heating technology and reduced-risk potential. EVO sticks are made from high-quality tobacco leaves, expertly cut and blended to provide a true tobacco taste.
“The RRP category is reshaping the global tobacco landscape, and I am confident that Ploom Aura and EVO will play key roles in supporting JT Group’s ambition of reaching mid-teens share in the HTS segment by 2028,” added Tsutsui.
