Japan Tobacco International is set to launch Ploom, its heated-tobacco product, on the Greek market, according to 2Firsts.
JTI plans to invest $3 billion in the global expansion of Ploom. Greece is the first planned market for promotion. JTI’s Greece subsidiary will be responsible for the Cyprus and Malta markets as well.
The company’s goal is to introduce Ploom in 25 countries. JTI also plans to invest €2 billion from 2023 to 2025 for the development of other heated-tobacco products.