Japan: BAT to launch Glo Hyper X2 heated tobacco device

Multinational tobacco manufacturer British American Tobacco (BAT) has announced the launch of its latest innovation, a state-of-the-art heated tobacco product in Japan.

Glo Hyper X2 heated tobacco device has an innovative new ‘barrel styling’ design is shaped by consumer insights, offering new, innovative, user-friendly features. The item incorporates advanced induction heating technology encased in a smaller, lighter weight device.

“The launch of glo™ hyper X2 – our newest, state-of-the-art heated tobacco product – marks another key milestone in our transformation as we build the brands of our future. Since launching our first glo™ product in Japan in 2016, we have built glo™ into a billion-dollar global brand2 through our deep consumer insights, science and innovation,” said Kingsley Wheaton, Chief Marketing Officer at BAT.

“This is a further big step in accelerating our transformation into a consumer products business that defines itself by the consumer needs that we meet, rather than the products we sell,” added Mr. Wheaton.

Glo Hyper X2 can be used it the existing tobacco sticks from Glo Hyper series.

Source: BAT