July 22, 2026 — Japan Tobacco International (JTI) is broadening its smoke-free product portfolio with the expansion of LYO, a tobacco-free nicotine stick designed exclusively for use with Ploom heated tobacco devices. The product has gradually entered several European markets where the Ploom platform is available, including Spain, Portugal, and Germany, with Romania becoming the latest market to receive an official launch in July 2026.
Unlike conventional heated tobacco sticks, LYO contains no tobacco. Instead, it uses a tobacco-free nicotine formulation that is heated within compatible Ploom devices, offering adult nicotine users an alternative consumable while leveraging the existing Ploom hardware ecosystem.
A New Type of Consumable for the Ploom Platform
LYO represents a notable evolution of JTI’s Ploom ecosystem by introducing a tobacco-free option alongside traditional heated tobacco consumables.
Rather than heating processed tobacco, LYO utilizes a tobacco-free nicotine blend that is designed to deliver nicotine and flavor through the Ploom heating system. The approach allows JTI to expand the range of products compatible with its devices while maintaining the familiar user experience associated with the Ploom platform.
According to official Ploom information, LYO products are now available in multiple European markets, although flavor selections differ by country.
Among the flavors currently offered in selected markets are:
- Arctic Mint
- Wild Berry
Some LYO variants also incorporate flavor capsules within the filter. Users can activate the capsule by pressing it during use, releasing additional flavor and creating a more interactive consumption experience.
European Rollout Continues
JTI has been gradually introducing LYO across European countries where the Ploom ecosystem is already established.
Official Ploom websites in Spain and Portugal now feature dedicated LYO product pages, while compatible products have also appeared in the German market. In July 2026, JTI officially introduced LYO in Romania, further extending the product’s European footprint.
The phased rollout reflects JTI’s strategy of strengthening the Ploom ecosystem by expanding consumable options rather than introducing an entirely new hardware platform.
Hardware Plus Consumables Strategy
Unlike disposable e-cigarettes or nicotine pouches, LYO is designed to function exclusively within the Ploom ecosystem.
This creates a business model centered on:
- Ploom heating device
- Dedicated compatible consumables
The strategy mirrors a broader trend among major tobacco companies, which are increasingly focusing on integrated hardware-and-consumable ecosystems to support long-term growth in the smoke-free category.
Diversifying Beyond Traditional Tobacco
The launch of LYO highlights JTI’s broader effort to diversify its smoke-free product portfolio beyond conventional heated tobacco.
In recent years, the world’s largest tobacco companies have continued expanding into alternative nicotine categories:
- Philip Morris International (PMI) has developed the IQOS ecosystem with products such as IQOS ILUMA and TEREA heated tobacco sticks.
- British American Tobacco (BAT) has continued expanding its Glo heated tobacco platform alongside compatible consumables.
- Japan Tobacco International (JTI) is now broadening the Ploom platform by offering both traditional heated tobacco sticks and tobacco-free nicotine alternatives through LYO.
This reflects an industry-wide shift toward offering adult nicotine consumers a wider variety of product formats while leveraging existing device ecosystems.
Outlook
The expansion of LYO demonstrates JTI’s strategy of evolving the Ploom platform into a more versatile smoke-free ecosystem. By introducing tobacco-free nicotine sticks alongside conventional heated tobacco products, the company is broadening consumer choice without requiring new hardware.
As regulatory frameworks and consumer preferences continue to evolve across Europe, diversified consumable options such as LYO could play an increasingly important role in the next phase of heated nicotine product development. The continued rollout of the product across additional Ploom markets will provide further insight into how tobacco-free heated nicotine products are received within the broader smoke-free category.