July 16, 2024
BAT launches glo™ hyper X2: latest, state-of-the-art heated tobacco product
– By Godswill Odiong

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By Eyo Nsima
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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