BAT Launches Glo Hilo, a New Premium Heated Product Line

British American Tobacco has launched glo Hilo, a new premium heated product. The company, which produces tobacco products such as cigarettes, cigars, and rolling and pipe tobacco, sold 654 billion cigarettes in 2023. The product portfolio includes over 200 brands such as Lucky Strike, Dunhill, Kent, Pall Mall, Kool, and Rothmans. Net sales are distributed geographically across the United States, America, Asia/Pacific, Middle East, and Africa.

British American Tobacco (BAT) has announced the launch of its latest premium heated tobacco device, glo Hilo, in Miyagi Prefecture, Japan. The device will debut on June 9, 2025, accompanied by its dedicated virto sticks, exclusively sold at major convenience stores in Sendai City and the official glo website. This marks the second time BAT has launched a glo product in Japan, with the first debut occurring in Sendai in 2016.

Luciano Comin, Chief Marketing Officer of BAT, expressed excitement about the launch, stating, "We are very excited to launch glo Hilo in the Japanese market. Since its debut in Sendai in 2016, glo has been in the Japanese market for 9 years. Returning it to its birthplace holds great significance. Throughout the over 10-year journey of developing new category products, we have not only transformed the entire innovation ecosystem, but also completely reshaped the market product portfolio by introducing attractive products that meet consumer needs. We believe that glo Hilo will bring an unprecedented new experience to Japanese consumers and create an innovative platform for experiencing high-end tobacco flavors."

Starting June 14, consumers can also purchase glo Hilo and virto at a pop-up store in Sendai. The launch of glo Hilo is part of BAT's broader strategy to migrate consumers away from cigarettes to smokeless alternatives, as outlined in its "A Better Tomorrow™" initiative [2]. This initiative aims to deploy its multi-category portfolio to actively encourage smokers around the world to switch to smokeless products.

BAT's commitment to tobacco harm reduction is further highlighted by its Omni™ platform, which offers a summary of the global tobacco harm reduction evidence base created over the last decade [2]. This platform underscores BAT's dedication to scientific research and innovation in developing reduced-risk alternatives.

The launch of glo Hilo in Japan follows BAT's recent expansion of its heated tobacco products, including the glo Hilo device, which has been set for broader expansion in various markets [1]. This move aligns with the global trend towards reduced-risk alternatives, driven by regulatory pressure and health awareness [3].

References:
[1] BATが新デバイスglo(TM) Hiloを宮城県で発売
[2] https://www.bat.com/
[3] https://www.ainvest.com/news/british-american-tobacco-riding-nicotine-shift-outperform-philip-morris-2506/