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Case Study

Japan Tobacco International: product launch & marketing

Inventory management, kitting, POS and fulfilment

JTI UK is the international tobacco and vaping division of the JTI Group of companies. Granby facilitates UK-wide marketing and fulfilment and supports multiple product launches. We have leveraged our key position in the supply chain to uphold JTI’s sustainability objectives.


JTI’s CTP brands include Amber Leaf, Benson & Hedges, Mayfair and Sterling. Nordic Spirit and Ploom X play a key part in their RRP range. We supported the launch of Ploom X in the UK. Ploom X uses innovative Heatflow™ technology to create an authentic, smokeless tobacco experience by heating, not burning tobacco sticks in a handheld device.

Granby’s responsibilities

  • Fulfilment of POS and kit collations for their field teams for promotions and meetings.
  • 45,790 despatches to date for 2022, each order containing an average of 30 items.
  • 1,372,846 inventory items despatched in 2022.
  • Over 19,600 items fulfilled for Ploom in 2022.
  • High volume – daily fulfilment of a large amount of stock comprising a range of flavours and strength.
  • Policing print management, as the client sources printed assets from a range of suppliers.
  • Promoting sustainability – helping the client explore opportunities and fulfil their objectives.
  • Packaging – fully recyclable, no single use plastics, minimal waste, robust, economical, and fit for purpose.
As a business we require a vast suite of materials to use within our retail markets at any given time. Granby has taken on the obligation to learn all about our materials including when, how and where we use them. From this, they have become our category experts when managing our materials which is a great advantage.
Sam Macklin, Commercial Planning Executive at JTI

How Granby supported JTI’s marketing and Ploom X UK launch

  • Granby is an award-winning 3PL company, but we started out in marketing – so we bring decades of experience to the table.
  • Our business model is founded on a commitment to investing in our people as well as our technology, both of which give our clients the edge they need.

As our client, JTI received bespoke dashboard access to our inventory management system, OrderSure, which is a module within our fulfilment system, SCOPe. OrderSure is a turnkey solution for marketing campaigns, designed to help our clients manage inventory easily and efficiently.

JTI has set requirements, which include complexity around strengths, flavours and multiple brands in a competitive market. OrderSure gave them a complete overview of their available stock, view and print data, easy ordering capabilities using ‘smart search’ and category assignment features. Its live chat feature meant we were always on hand to help.


Environmentally-friendly POS materials packaging and contract packing is one focus that we have helped with – JTI is keen to reduce packaging and completely eliminate single use plastics. Discussions include:

  • Can we reduce the packaging on this POSM product?
  • How can we offer kitting that is more sustainable?
  • How can we create completely sustainable environmental packaging?
  • How can we best meet other client requirements, eg discreet packaging?
  • How do we ensure our deliveries are the most sustainable solution, eg centralised?
  • Is our delivery packaging strong enough to arrive in pristine condition?

All JTI kitting and POS despatches leave Granby in 100% FSC certified recyclable cardboard packaging sealed with paper parcel tape and shredded card fill. No plastic tape. No elastic bands. No bubble wrap.

And, in line with the client’s sustainability objectives (and our net zero commitment), if another partner in the supply chain slips up and uses non-recyclable packaging, we raise it so a solution can be found.

They fulfil multiple requests on a monthly basis whether it’s B2B deliveries or managing our OrderSure portal effectively. Customer service interactions are fantastic and with their knowledge they are able to simplify requests ensuring we are always working with maximum effectiveness. To have a business that adapts to your way of working is very limited nowadays but Granby do so to ensure their service is 100%!
Sam Macklin, Commercial Planning Executive at JTI

Complete brand fulfilment since 1959

Granby adds value wherever we can - making projects more efficient, retaining the highest possible quality. As a lead supplier or a delivery partner, you can rely on us to help you achieve your commercial, environmental and social objectives.