JTI Greece to Expand Heated Tobacco Investment, Plans €3 Billion Over Next Three Years

JTI Greece plans to invest €3 billion over the next three years to expand its heated tobacco product business, with Greece becoming the first European market to receive the new product.

According to a Nov. 14 report by Greek media outlet efsyn, Lili Zigoslu, General Manager of JTI Greece, said that in order to adapt to a rapidly changing environment, the company is committed to innovation and expanding its investment in heated tobacco products. It plans to invest about €3 billion (approximately US$3.2 billion) over the next three years to develop reduced-risk product categories. 

Recently, JTI showcased its new heated tobacco product at an event held in Greece, meaning that Greece has become the first European market to receive this new product.