British American Tobacco to Debut New Vaping Products

The products will be available in Japan under the company’s Glo brand.

September 06, 2019

TOKYO—British American Tobacco (BAT) will put two new tobacco heating products on the market in Japan, Reuters/Japan Times reports. As both products will fall under its Glo brand, which combine tobacco heating and vaping technologies, the product introductions are the result of BAT’s is hard work to catch up with Philip Morris International in the vaping sector.

The new products, called Glo Nano and Glo Pro, will be available next month. Glo Nano and Glo Pro utilize new heating technologies and are smaller than current Glo products. BAT also debuted another new product, Glo Sens, in Japan this month.

These heat-not-burn products are part of BAT’s strategy to consolidate its categories into three brands, including Glo. Glo is not an electronic cigarette, but a way to heat tobacco-filled sticks into an aerosol.

Philip Morris has been the leader in the heat-not-burn arena with its iQOS product, also available in Japan. Nomura analysts said the heat-not-burn category came close to doubling in 2018 in Japan, with iQOS having a 71.8% market share, followed by Glo with 20.1%.

In late August, Philip Morris and Altria announced merger talks. Both companies currently market the same cigarette brands in the United States and around the globe. A merger would result in a $200 billion company.