Innovation meets choice.
Science is the foundation of everything we do and powers our ability to innovate responsibly. It drives us to create high-quality products that deliver satisfaction as well as those with the potential to reduce the risks associated with smoking.
Science drives everything we do—ensuring product quality and unlocking tobacco harm reduction through consumer-centric innovations with reduced-risk potential.
Every product we develop—whether a traditional cigarette or an advanced reduced-risk product (RRP)—reflects a commitment to quality, safety, and exceeding the needs and expectations of our adult consumers. Through rigorous testing and high standards, science ensures reliability you can trust.
But this isn’t just about process—it’s about results. Science shapes the taste you enjoy, the design that fits your life, and the consistency you can count on. While the research happens behind the scenes, you experience its impact: propositions crafted to give consumers choice and exceed their expectations every time.
We take product safety seriously. All our ingredients and materials are carefully evaluated by toxicologists, quality assurance experts, and scientists to ensure they’re suitable for use in our products. We conduct thorough product and device safety assessments to meet high-quality standards, giving us confidence in what we offer.
Millions of adults enjoy smoking and, while being aware of the associated risks, make an informed choice to continue. For those who choose to stop using tobacco and nicotine entirely, the health benefits are unmatched. But for those who wish to continue enjoying using tobacco or nicotine, the concept of tobacco harm reduction (THR) offers a way to reduce harm without sacrificing satisfaction. It’s about reducing the risks associated with burning tobacco while preserving what you value in the experience.
THR succeeds when two elements align: reduced product risk (compared to a combustible cigarette) and consumer acceptance. High-quality products with reduced-risk potential—such as heated tobacco, vapes, or pouches—skip the burning of tobacco, producing overall fewer and lower levels of harmful substances than cigarettes. Research confirms likely reduced health impacts when adults who smoke choose to use these alternatives instead of continuing to smoke, though they're not entirely without risk. Ultimately, however, reduced-risk products have to satisfy your needs. That's the consumer acceptance part of THR. Currently, heated tobacco products come closest to replicating the smoking experience.
Consumers are diverse, and their preferences vary. Some prioritize sensorial satisfaction, others focus on convenience—everyone’s looking for something that fits. Science helps us deliver that variety, uncovering insights that refine existing propositions and inspire new ones. Our commitment to testing ensures safety and consistency across the board.
The outcome is a range of options that not only meet high standards but also give you confidence in choosing what works for you—whether that’s sticking with smoking or trying an alternative.
Through our leading global RRP brands, we offer choice through new and innovative forms of potentially reduced-risk products, including heated tobacco products, vapes and nicotine pouches.
Ploom is JTI's global heated tobacco device brand, the modern alternative to traditional tobacco, designed to offer the most pleasurable and considerate tobacco experience. Heating tobacco means that there’s no tar from burning, no lingering smell of smoke or ash– just the pleasure of tobacco in the moment. Born in California and perfected in Japan, Ploom harmonizes bold innovation with considered design since 2011. The JT Group's latest offering in the Heated Tobacco Sticks (HTS) is Ploom X Advanced. It offers a unique combination of true taste with a range of blends and flavors, advanced Heatflow™ technology and premium design.
WITH is our proposition in the Infused Tobacco category. It was created with social compatibility in mind. Having an almost imperceptible tobacco smell, it offers a greater discreetness, allowing consumers to stay socially connected, while still being able to enjoy a fulfilling tobacco experience with a wide variety of flavors – a better way to enjoy tobacco today. WITH is currently marketed only in Japan, the world’s largest and most advanced heated tobacco products market. The launch marks a milestone and next chapter in the Infused segment’s learning agenda.
Logic is our e-cigarette brand, acquired in 2015. Electronic cigarettes or vapes contain no tobacco and create an inhalable vapor by electronically heating an e-liquid. E-cigarettes are still the most popular type of vaping product globally, particularly in Western Europe and the USA. Adult consumers are particularly drawn to the wide range of different devices and flavors available, via e-liquids. Logic is our offer in E-Vapor – a highly competitive segment driven by diverse consumer demands.
As non-combustible alternatives, we also have modern oral products in our RRP portfolio: Nordic Spirit is a range of nicotine pouches. They contain a blend of plant-based fibers, nicotine and flavorings. The Nordic Spirit brand was developed in Sweden in 2018, and since then the segment has been growing rapidly and expanding worldwide. Nordic Spirit comes in several strengths, flavors and formats – a discreet nicotine product that can be enjoyed in situations where smoking or vaping might not be possible. While other brands might be proud to have Nordic origins, there is the only one true Nordic Spirit – our spirit.
Science is about progress—for us and for you. It fuels discoveries that improve experiences, support positive change, and create value worth sharing. Tobacco harm reduction is also part of that journey, but your choice makes it real.
To ensure you have access to clear and truthful information and viable RRP options, we believe regulations should be based on the highest product quality, safety and manufacturing standards that encourage innovation, not hinder it, coupled with robust youth access prevention measures.
Our diverse, global workforce harnesses ideas and expertise to design and deliver experiences worldwide. Through science, they create solutions that meet consumer needs. By embracing innovation, we’re shaping the future of enjoyment for adult customers everywhere.
We bring science, product safety and THR together to empower you. It’s about offering choices that balance satisfaction with responsibility—whether you stay with smoking or choose to use something potentially less harmful. We’re here to ensure you have facts backed by science and can make an informed decision that works for you.