Product | BAT Japan Launches virto Bright Peach Click in Japan, Expanding glo Hilo’s Capsule-Based Flavor Portfolio

Key Points

• BAT Japan launches virto Bright Peach Click.
• Compatible with the glo Hilo device system.
• Combines tobacco, menthol and ripe peach flavors.
• Features a crush-activated flavor capsule.
• Launched in Japan on July 27, 2026.

2Firsts

August 3, 2026

British American Tobacco Japan (BAT Japan) has introduced virto Bright Peach Click, expanding the flavor portfolio of consumables designed for the glo Hilo heated tobacco system.

The new SKU adds a peach capsule variant within the existing virto product architecture, refreshing the consumable lineup without changing the underlying glo Hilo device platform.

According to BAT Japan’s public information, virto Bright Peach Click became available in Japan on July 27, 2026, through glo official online channels, convenience stores and tobacco retailers.

Capsule Flavor Expands the virto Consumable Portfolio

virto Bright Peach Click combines tobacco, menthol and ripe peach flavors.

The product maintains a tobacco-based format while adding cooling and fruit flavor elements to create a differentiated taste profile.

The capsule mechanism allows users to activate additional fruit flavor by pressing the capsule, providing a change in flavor intensity during use.

Extending the glo Hilo Ecosystem

As a dedicated consumable for glo Hilo, virto Bright Peach Click continues the existing device ecosystem.

The product is compatible with:

• glo Hilo system.

The launch focuses on consumable innovation rather than hardware development, adding new flavor options within the existing platform.

This device-and-consumable approach has become an important strategy for mature heated tobacco platforms seeking to maintain consumer engagement.

Japan Market Launch

virto Bright Peach Click launched in Japan on July 27, 2026.

Sales channels include:

• glo official online store;
• convenience stores;
• tobacco retailers.

Product details:

• 20 sticks per pack;
• JPY 580 per pack.

The launch is coordinated with glo Hilo device promotions and limited-edition color initiatives in Japan, strengthening the broader product ecosystem.

Industry Perspective

As heated tobacco markets mature, competition is increasingly moving from standalone device launches toward coordinated device-and-consumable strategies.

virto Bright Peach Click reflects this trend. Rather than introducing new hardware, BAT Japan is using flavor innovation, capsule technology and localized SKU expansion to create additional consumer touchpoints within the existing glo Hilo platform.

For established heated tobacco ecosystems, consumable innovation provides a way to expand user choice while extending the lifecycle of existing devices.

Follow 2Firsts for the latest news on global tobacco and next-generation nicotine product launches, product innovation, technology evolution, and market trends.

Cover image source: BAT Japan / virto

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