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 provides confidence in our products through thorough assessments and, for our non-combustible products, demonstrate 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.
Our scientific research and findings are made available and accessible to all - consumers, regulators, and the scientific community alike. This work is also presented at scientific conferences and published in peer-reviewed journals. Our commitment to consumer choice remains unwavering, as does our dedication to consistently meeting stringent quality and regulatory standards.
The creation of products and experiences that surpass expectations begins with listening - understanding how to deliver more satisfying moments. Experts then harness their creativity, transforming research and testing into high-quality offerings. Rigorous testing follows, ensuring these products meet the standards required to reach consumers.
Our discovery phase is powered by creativity and collaboration. From analyzing tobacco seeds to nicotine technology and new ingredients, our experts seek out the answers to key questions: Does this product or feature reduce the level of harmful or potentially harmful chemicals? How is the taste? Most importantly, will it create fulfilling moments and contribute to a more sustainable future?
Taking an idea from prototype to product, we need to ensure the right elements are in place to move ahead. This is known as “manufacturing-stage readiness.” We then review and test all design and technical requirements, making sure our product integrity is never compromised.
We set the highest quality standards. This means we continuously perform rigorous scientific assessments that examine not only what goes into a product, but what comes out of it. It’s how we build credibility in our products and brands, ensuring they reach the expectations of adult tobacco users. We also examine the impact of our products after use, to understand how we can improve their circularity. This helps us close the loop – from tobacco seed to high-quality product to disposal and re-use.
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 our global heated tobacco device brand, the modern alternative to traditional tobacco, designed to offer the most pleasurable and considerate tobacco and nicotine experiences. Ploom is growing its presence and is currently enjoyed in 27 countries.
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, since 2011 Ploom's distinctive heritage shapes our perspective on design and innovation.
Our latest Ploom AURA offers a satisfying experience with an elegant and stylish all-in-one heated tobacco device. The combination of Smart HeatFlow technology and EVO ActivBlend sticks deliver true tobacco taste with a variety of blends and flavors.
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.
At JTI, we understand that today’s modern adult tobacco users demand more than just products - they seek transparency. They want clear, science-backed answers about how reduced-risk products (RRPs) - products with the potential to reduce the health risk associated of smoking - differ from traditional smoking, and the innovations that make those differences possible.
THE CHALLENGE
The landscape is shifting. Today’s adult tobacco users are informed, discerning, and expect transparency.
They want to know the facts: What makes RRPs different? How do they work? And what role does science play in ensuring credibility?
THE SOLUTION
Enter Ploom X - our flagship RRP, designed with science at its core. Every claim we make about Ploom X is backed by robust scientific testing. From analyzing harmful or potentially harmful constituents (HPHCs) to assessing indoor air quality and staining, we’ve left no stone unturned to ensure clarity and accuracy.
Our research shows that by heating rather than burning tobacco, Ploom X produces overall lower levels of harmful and potentially harmful constituents compared to traditional cigarette smoke. Beyond that, it’s been engineered to have a smaller impact on indoor air quality, reducing tobacco smell on clothes, hair, and breath - helping users feel fresher and more confident in their daily lives.
While these advancements make a meaningful difference, we remain transparent: no tobacco product is risk-free. Ploom X does not eliminate health or addiction risks associated with tobacco use. But through clear communication, grounded in science, we aim to give adult users the information they need to make informed choices.
Science at JTI is about more than innovation – it’s about creating real-world experiences that make a difference. When it comes to indoor air quality (IAQ), our commitment to research and development helps us deliver products with a lower impact.
It’s how we create a more comfortable and fulfilling experience for adult tobacco users and those around them.
THE CHALLENGE
Indoor air quality matters. For decades, we’ve studied the effects of environmental tobacco smoke, analyzing everything from temperature and humidity to airflow and the concentration of substances in the air. Why? Because these factors don’t just influence comfort—they impact the environments we share. Our goal has always been clear: to better understand these effects and develop solutions that make a meaningful difference.
THE SOLUTION
Our Reduced-Risk Products (RRPs) are engineered with indoor air quality in mind. Backed by robust research, these products are designed to significantly lower their impact on IAQ compared to traditional cigarettes. From innovative mechanical features to advanced aerosol technology, every detail is optimized to reduce harmful emissions, ensuring a better indoor environment for both users and non-users.
The science speaks for itself. Our research shows that by heating rather than burning tobacco, Ploom X produces overall lower levels of harmful and potentially harmful constituents compared to traditional cigarette smoke. The result? A lower impact on air quality, less tobacco smell on clothing, hair, and breath, and a more pleasant environment overall. While no tobacco product is risk-free, these advancements underscore our commitment to delivering products that better align with the needs and expectations of today’s consumers.
At JTI, science fuels progress. As we work to deliver fulfilling moments while shaping a better future, we continually seek innovative solutions that improve how we research and develop our products. Our use of organ-on-a-chip technology is a prime example of science at its best—driving change, enhancing understanding, and embracing ethical advancements.
THE CHALLENGE
Traditional respiratory testing has relied on animal studies, such as testing on rats, to assess the impact of tobacco products. But this approach has clear limitations: it doesn’t fully replicate the complexity of the human respiratory system, nor does it align with modern ethical standards. To better understand airway inflammation and other respiratory effects, a new approach was needed—one that moves beyond the constraints of conventional methods.
THE SOLUTION
Organ-on-a-chip is a groundbreaking technology that uses three-dimensional human bronchial tissue cultures to model the effects of aerosol exposure on the respiratory system. By mimicking the structure and functionality of the human airway, this technology allows researchers to better understand how aerosols from tobacco products interact with the respiratory system. It’s science that brings us closer to human reality, offering more meaningful insights while moving away from reliance on animal testing. The technology has gained traction as a cutting-edge tool for pre-clinical studies in recent years. Providing highly detailed insights into mechanisms of action makes it an invaluable resource for advancing our understanding of respiratory health. Even more importantly, it offers the potential to provide an alternative to animal testing, helping us align with growing consumer and societal expectations for ethical research practices.
For us, science is more than a tool—it’s a responsibility. Through technologies like organ-on-a-chip, we’re reshaping how we approach research and product development. By embracing innovation, we’re not only improving the quality of our insights but also taking meaningful steps toward a more ethical and sustainable future.
Harm reduction is a strategy used in medicine and social policy to minimize harm to individuals and/or wider society from hazardous behaviors or practices that cannot be completely avoided or prevented.” (“Nicotine Without Smoke”, Royal College of Physicians, 2016). Non-combusted tobacco products like heated tobacco and vapes drastically reduce the exposure to known harmful constituents in tobacco, and therefore have the potential to lower the health risks of smoking, their potential value is lost when consumers do not accept these alternative propositions.
Smoking and vaping refer to the inhalation of aerosols. However, smoke aerosol and vapor aerosol have completely different characteristics. Smoke aerosol is generated at high temperatures in complex thermal processes (“combustion”) and, as a result, contains a large number of constituents. Vapor aerosol, on the other hand, is formed at much lower temperatures (“vaporization”) and contains a much smaller number of constituents. The vapor of RRP consists of liquid particles (“droplets”) formed from water, propylene glycol and glycerol. These constituents are used as base components in the liquids of e-cigarettes and as carriers to form a vapor from heated tobacco products.
Also known as heat-not-burn products (HnB) or tobacco vapor products. Heated tobacco products, unlike electronic cigarettes, contain tobacco and create a tobacco-enriched vapor that can be inhaled. Importantly, the tobacco is not combusted during use of such products.
Also known as e-cigarettes, vapes or electronic vapor products. Electronic cigarettes heat a liquid that usually contains nicotine, but no tobacco, creating a vapor that can be inhaled.
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.