cannes_2025_TUESDAY_ISSUE_DIGITAL

J T International (JTI) is spotlighting its latest innovations – Ploom and Nordic Spirit – as it positions itself for significant growth in the European market. Speaking at the event, Hadi Sleiman, Director of Corporate Affairs and Communications for Global Travel Retail at JTI, emphasised that the company’s current focus is on its newest reduced-risk products. “We’re highlighting the relevance of our new direction,” said Sleiman. “We’re talking to people about our key risk reduction products.” According to Sleiman, JTI is actively expanding its travel retail presence in Europe, particularly for Ploom and Nordic Spirit, with major rollouts planned for both Europe and Asia in the coming months and into next year. “We’re going to be focusing on Western Europe – Rome, Madrid, and Greece in particular,” he said. The push toward innovation aligns with broader trends in consumer behaviour, as the smoking landscape continues to evolve. “Smoking is changing,” Sleiman noted. “If you look at global numbers, the rate of combustible cigarette use is declining. Consumers are increasingly moving toward what we call ‘reduced- risk’ products. A lot of studies show these products offer less risk, and there’s a huge shift happening – especially toward nicotine pouches and modern alternatives.” On the regulatory front, Sleiman touched on upcoming changes Giorgio Janeke strengthens client collaboration and showcases iconic Superbrush G iorgio Janeke goal at TFWA World Exhibition & Conference is to strengthen and continually improve its collaboration with key clients. “We have a responsibility towards them and we always work to ensure that they are in the best position to achieve excellent results,” said Giorgio Janeke, President of Giorgio Janeke S.r.l. “TFWA is our key trade show; it is highly professional, with important clients. Our objective is to expand our presence in the travel retail sector.” This year, Giorgio Janeke is focused heavily on the new product display image, and has exciting, fashionable novelties, with an ever- increasing emphasis on its Superbrush – the iconic worldwide brush. Here in Cannes, the Superbrush is being presented in a Leopard version. “For our brand, being present in the travel retail sector is important for visibility and revenue, which is why we are presenting a new display,” Janeke explained. In terms of strategy, Giorgio Janeke wants to be the leader in its product segment within the accessories and travel retail world. “Certainly, in markets where we are strongest, such as Eastern Europe and Gulf countries, our presence is important and essential,” said Janeke. “As a brand, we must always follow the market evolution and trends, and in this regard, we believe we are the leading company.” Janeke added that the company has been attending TFWA World Exhibition & Conference for many years with great satisfaction and success. “What I personally appreciate the most is the type of clients we work with, who are highly professional, the organisation, and the seriousness in commercial contacts.” BlueVillage C7 JTI showcases Ploom and Nordic Spirit as it targets European expansion in European legislation that could further open the door for these products. “Governments, like in the UK, have been progressive on vaping – low taxation and strong regulation,” he explained. “In the EU, the new Tobacco Products Directive is coming, and we believe everything will fall under Chapter 24. That means nicotine pouches – currently banned in some countries – could be allowed across the EU under a single regulatory framework.” “In the next two years, we expect to see products like nicotine pouches, vape, and heated tobacco available across all European countries, regulated as global products,” he added. MarineVillage T1 Tuesday 30 September 2025 72 T F W A D A I L Y