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With the launch of Ploom AURA, JTI's newest innovation in heated tobacco, Switzerland marks the beginning of an exciting global rollout. Combining an advanced device with cutting-edge EVO sticks, Ploom AURA sets a bold new benchmark for the future of heated tobacco products.
Adult tobacco consumers today are looking for more than just products they’re looking for solutions that align with their values and way of life. They value authenticity, discretion, and the ability to make informed choices. That’s why we focus on understanding their needs first, so we can develop innovations that truly meet their expectations.
This consumer-first philosophy guided every aspect of Ploom AURA's development, from its sleek form factor to its advanced technology. Rather than asking consumers to adapt to our vision, we designed AURA to seamlessly integrate into theirs. The approach paid off, AURA's successful launch in Japan validated its resonance with modern tobacco consumers.
With JTI's strong roots in Switzerland and the local enthusiasm for innovation, the launch of Ploom AURA is an important step in the local implementation of JTI's global strategy.
At the core of Ploom AURA's performance is the proprietary SMART HEATFLOW heating system. This technology re-engineers traditional heating temperature design to deliver enhanced flavor consistency throughout the entire tobacco experience. The system ensures adult consumers can appreciate the full spectrum of tobacco's authentic characteristics without combustion-related drawbacks, including the absence of traditional smoke odor.
The device introduces the innovative Heat Select System, providing users with four distinct heating modes. This customization capability allows individual consumers to tailor their experience according to personal preferences, representing a departure from one-size-fits-all approaches in the category.
Ploom AURA’s journey is only beginning. As we steadily expand its availability to more markets globally, we are confident in its ability to resonate with adult consumers and shape the future of Reduced-Risk Products (RRP).
Switzerland plays a central role in JTI's global activities: the company's headquarters are located in Geneva, while Dagmersellen (LU) is home to both the marketing division for Switzerland and a state-of-the-art production facility. Dagmersellen is one of only four locations worldwide where filters for EVO are manufactured a clear commitment by JTI to Switzerland and an expression of its ongoing investment in the country.
Our focus on this category is unwavering, as demonstrated by our planned investment of 800 billion yen from 2026 to 2028. A significant portion of this investment is dedicated to Ploom AURA’s rollout, both in Japan, where we’ve already achieved remarkable traction with a 13.6% HTS segment share by July 31, and in international markets.
This is more than just a product launch; it’s a reflection of JTI’s ambition to lead in innovation and consumer satisfaction as we advance towards our RRP ambitions. The strong early performance of Ploom AURA inspires us to continue raising the bar, delivering innovative solutions, and creating a better future for our consumers around the world.