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BAT launches Glo Hyper X2 new heated tobacco product

BAT launches Glo Hyper X2 new heated tobacco product

July 21, 2022
BAT launches Glo Hyper X2 new heated tobacco product

Today, BAT unveiled glo™ hyper X2 in Tokyo, Japan, the latest innovation from glo™, BAT’s fast-growing global heated tobacco brand. The product’s innovative new ‘barrel styling’ design is shaped by consumer insights, offering new, innovative, user-friendly features.

Building on the ground-breaking glo™ hyper+, which launched in 2020, hyper X2 incorporates advanced induction heating technology encased in a smaller, lighter weight device. A separate boost function for faster heating, battery status LED indicator, a protective iris-shaped shutter and bold new colourways complete the new hyper X2 offer.

Hyper X2 works with existing consumables (tobacco sticks) from the glo hyper™ series, creating our most satisfying heated tobacco system yet.

Kingsley Wheaton, Chief Marketing Officer at BAT, said: “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.

“Our multi-category portfolio offers the industry’s widest choice of scientifically substantiated, less risky* and enjoyable products for adult smokers who are looking to switch. 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.”

In addition, final results from our landmark one-year clinical study3 of glo™ have provided important new data that adds to evidence supporting glo™ as a reduced-risk product*. In the study, people switching completely to glo™ achieved significant and sustained improvements across many exposure and potential harm measures compared to those who continued to smoke, with many indicators similar to quitting.

glo™ hyper X2 will be available in glo™ stores across Japan and on the glo™ and Velo official online store from 25 July 2022, and in convenience stores in Japan from August 2022.

glo™ products are available in 25 countries around the world and the global rollout of glo™ hyper X2, which starts this week in Japan, will take place over the coming months.


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