JTI to Launch Heated Tobacco Product Ploom in Greece

Japan Tobacco International (JTI) will launch the heated tobacco product Ploom in the Greek market. JTI will invest $3 billion to accelerate Ploom's global expansion, with Greece being one of the first markets for Ploom, and the Greek branch of JTI is also responsible for the markets in Cyprus and Malta.

According to Greek media Businessdaily, Japan Tobacco International (JTI) will launch the heated tobacco product Ploom in the Greek market.

JTI will invest $3 billion to accelerate Ploom's global expansion, with Greece being one of the first markets for Ploom, and the Greek branch of JTI is also responsible for the markets in Cyprus and Malta.

At an event held in Athens, JTI Group Vice President and CFO Vassilis Vovos stated that Ploom, launched in Japan a year ago, has "performed very well." According to Vovos, JTI aims to launch Ploom in 25 countries and plans to invest $3 billion for this purpose. To develop other heated products, JTI will invest €2 billion over the three years from 2023 to 2025.
Vovos also mentioned the performance of the Greek tobacco factory SEKAP, which has been under JTI's control since 2018. JTI invested $30 million to modernize the machinery, increasing its capacity from 700 million cigarettes to 5 billion cigarettes, with 76% exported to EU countries.
Two Greek government ministers, Costas Skrekas and Adonis Georgiades, attended the JTI event.