*Survey of 8,000 people by Kantar ** Potential saving includes the cost of a Ploom device. Calculation compares the average cost of smoking 20 cigarettes and consuming 20 EVO tobacco sticks per day. With 20 sticks in a pack and a recommended retail price of £4.50, EVO costs a third of the price of a pack of cigarettes. The current average selling price of a pack of 20 king size cigarettes is £15.66 (ONS data March 2024).