On October 16th, British American Tobacco (BAT) held a Capital Markets Day event at its innovation center in Southampton, UK. During the event, the company revealed its latest developments in the heated tobacco products (HTP) sector, including plans to launch a high-end heated tobacco device called glo Hilo by the end of 2024 and expand its market coverage further in 2025.
As a brand under the BAT umbrella, Glo continues to maintain its leadership position in the rapidly growing value segment market, despite facing challenges in market share in 2023.
Previously, the launch of glo Hyper pro has successfully increased BAT's market share in key markets such as Japan and Italy. The company recognizes the importance of shifting towards the more lucrative high-end market and as a result, plans to be the first to introduce the high-end HNB device - glo Hilo in one of its markets by the end of 2024, with further expansion to other regions in 2025.
The glo Hilo is a two-piece device with a separate charging device and detachable heating device. Industry observers note that the product bears similarities to the IQOS ILUMA series.
According to a survey conducted by 2Firsts, "GLO HILO" has filed for registration with the United States Patent and Trademark Office on May 20, 2024.
Looking back at the previous product launched by the Glo brand, the Glo Hyper Pro is an upgraded version in the Glo Hyper series. It offers two heating modes, standard and enhanced, which users can easily switch between. It is also compatible with Neo brand pods and features LED indicator lights to display the current heating status and battery level. The Glo Hyper Pro also supports continuous use, allowing users to use it multiple times without waiting for the device to cool down.
During the capital market day hosted by BAT, the company's CEO Tadeu Marroco and CFO Soraya Benchikh, along with the management team and senior leaders, provided a thorough explanation of the company's transformation progress. (For more details, see "BAT to Host Capital Markets Day on October 16th")
2Firsts will continue to keep an eye on the latest products and market trends of HNB, providing the public with accurate and authoritative industry information.
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