According to a report from Mynavi, Mariel Macrum, Vice President and Head of Marketing at British American Tobacco Japan (BAT Japan), and Eli Critik, Global Head of BAT's heated tobacco product, recently gave an interview to the media detailing the launch of the glo hyper pro series and its brand strategy in the Japanese market.
Japan has become the first market to launch the glo series of tobacco products. Due to the increasing demand for non-combustible tobacco products, British American Tobacco released the latest glo hyper pro series in December last year. McCrae stated that the company's goal is to increase the number of users of non-combustible tobacco products from 23.9 million to 50 million by 2030, and to increase the revenue contribution from non-combustible tobacco business to 50%.
The newly released glo hyper pro device perfectly showcases the breakthrough in heated tobacco technology by British American Tobacco. This device has a maximum heat of 300°C, compared to the glo hyper X2 released in May last year which was only 250°C. The device also has a shortened activation time of 15 seconds. In terms of design, the newly developed StickSeal technology has been applied to the tobacco stick, effectively solving the issue of tobacco residue falling off. Additionally, the vaporizer also features innovation: with a simple twist, users can freely choose their heating mode based on personal preference.
According to Kritik, BAT has also played a significant role in promoting improvements to the cigarette stick.
Furthermore, the company plans to introduce more flavors of non-combustible tobacco products in the Japanese market in the near future. This tobacco product, which features new StickSeal technology, offers Japanese consumers a superior taste profile and better hygiene conditions.
Kretik said their goal is to enhance user experience through two methods: devices and e-cigarettes. The AMOLED display screen and TASTE SELECT knob are the two main focuses of the new device. The new organic EL display screen will allow users to more intuitively understand battery level, heating mode, and ignition status. Additionally, the device's charging efficiency has significantly improved, with 80% of the battery being able to be fully charged within 60 minutes.
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