Introducing the popular Mevius “Option” series to the heat-not-burn tobacco market for the first time. Two products were released on November 26th.
As you can see from the number of packages lined up at the back of the convenience store’s cash register, there are many types of luxury cigarettes. In order to meet the detailed needs of consumers, each company has put out products with various tar amounts, flavors and tastes, and has been competing with each other.
The same is true for heat-not-burn tobacco, which accounts for about 30% of the total tobacco market in Japan and is currently a fierce battlefield.
Japan Tobacco (JT) launched the Mobius brand nationwide in August of this year in order to pursue the leading Philip Morris International (PMI) IQOS. 4 types of tobacco sticks and 8 types of tobacco sticks under the Camel brand have been sold.
On November 26th, two new products were added to the “Ploom X” tobacco stick. “Mevius Option Purple” and “Mevius Option Yellow” (pre-sale from November 22nd at JT’s online shop).
Mevius, the number one brand of cigarettes in Japan, has an “option” series that spreads a gorgeous scent by crushing the capsule in the filter by hand while smoking, in addition to the exhilarating feeling of using 100% natural menthol. .. This is also a product that meets the diverse tastes of consumers, but it has a high market share in flavored tobacco and has gained solid support.
The heat-not-burn tobacco “Ploom” series itself has been in development for some time, but JT said that with the launch of the “Ploom X”, the filter structure of the tobacco stick was improved and the length was increased by 5 mm. This made it possible to mount flavor capsules.
The newly released “Mevius Option Purple” and “Mevius Option Yellow” use 100% natural menthol to achieve a mellow and refreshing menthol feel. If you crush the capsule, the berry flavor will be scented in “Purple” and the citrus flavor will be scented in “Yellow”, and smokers who liked the “option” of cigarettes will also enjoy it.
“Ploom X” is a device that JT positions as “the most important strategic product”. Many people have said that it is “sucking to the end,” “the device has a high-class feel,” and “it is convenient because it does not require cleaning.” The heat-not-burn tobacco market this winter is likely to get hotter and hotter.
