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BAT launches glo™ Hilo – a new premium device featuring revolutionary TurboStart™ technology – in Japan
British American Tobacco (BAT) launched glo™ Hilo, a premium heated tobacco device in Japan on June 9, 2025, featuring revolutionary TurboStart™ technology that pre-heats sticks in just five seconds using a Quartz heating element with resistive and infrared heating.
Key innovations include an AMOLED EasyView™ screen for easy monitoring, four premium color options, and the myglo app for customization, device locking, and location tracking. It pairs exclusively with virto™ consumables—offering eight flavors in tobacco, fresh, and novel profiles—enhanced by StickSeal™ technology to prevent tobacco fallout and ensure consistent taste via precision heat transfer and airflow.
Targeted at Japanese consumers seeking premium tobacco experiences, the device rolled out in Sendai City (glo™'s birthplace since its 2016 debut), major convenience stores, and the official online store, with initial availability for Miyagi residents. This strengthens BAT's presence in over 30 global markets and supports its Sustainable Growth Algorithm by advancing the innovation ecosystem and multi-category shift toward reduced-risk products.
Luciano Comin, BAT's Chief Marketing Officer, said: “We are very excited to introduce glo™ Hilo in Japan... We are confident that glo™ Hilo will offer an all-new experience for our Japanese consumers, presenting a breakthrough platform for premium tobacco taste experience.”
Source: https://www.bat.com/media/press-releases/_2025/jun...
