British American Tobacco - BAT launches glo™ hyper X2: latest, state-of-the-art heated tobacco product

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News Release

21 July 2022

BAT launches glo™ hyper X2: latest, state-of-the-art heated tobacco product

glo Hyper X2
  • Today’s global launch in Tokyo of glo™ hyper X2 showcases the consumer insights, science and innovation that are driving BAT’s transformation as it builds A Better Tomorrow™.
  • glo™ hyper X2 is the newest, state-of-the-art addition to BAT’s multi-category portfolio, offering the industry’s widest choice of scientifically substantiated, less risky* and enjoyable products.
  • Hyper X2 will be partnered with existing glo™ hyper consumables (tobacco sticks), creating our most satisfying heated tobacco product yet.
  • Final results from a year-long study1 of smokers who switched completely to glo™ add to the weight of evidence that supports glo™ as a reduced-risk product*.

Today, BAT unveiled glo™ hyper X2 in Tokyo, Japan, the latest innovation from glo™, BAT’s fast-growing global heated tobacco brand. The product’s innovative new ‘barrel styling’ design is shaped by consumer insights, offering new, innovative, user-friendly features.

Building on the ground-breaking glo™ hyper+, which launched in 2020, hyper X2 incorporates advanced induction heating technology encased in a smaller, lighter weight device. A separate boost function for faster heating, battery status LED indicator, a protective iris-shaped shutter and bold new colourways complete the new hyper X2 offer.

Hyper X2 works with existing consumables (tobacco sticks) from the glo hyper™ series, creating our most satisfying heated tobacco system yet.

Kingsley Wheaton, Chief Marketing Officer at BAT, said: “The launch of glo™ hyper X2 - our newest, state-of-the-art heated tobacco product - marks another key milestone in our transformation as we build the brands of our future. Since launching our first glo™ product in Japan in 2016, we have built glo™ into a billion-dollar global brand2 through our deep consumer insights, science and innovation.

“Our multi-category portfolio offers the industry’s widest choice of scientifically substantiated, less risky* and enjoyable products for adult smokers who are looking to switch. This is a further big step in accelerating our transformation into a consumer products business that defines itself by the consumer needs that we meet, rather than the products we sell.”

In addition, final results from our landmark one-year clinical study3 of glo™ have provided important new data that adds to evidence supporting glo™ as a reduced-risk product*. In the study, people switching completely to glo™ achieved significant and sustained improvements across many exposure and potential harm measures compared to those who continued to smoke, with many indicators similar to quitting.

glo™ hyper X2 will be available in glo™ stores across Japan and on the glo™ and Velo official online store from 25 July 2022, and in convenience stores in Japan from August 2022.

glo™ products are available in 25 countries around the world and the global rollout of glo™ hyper X2, which starts this week in Japan, will take place over the coming months.


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Jane Henderson: +44 (0)20 7845 1117

  1. One year study was based on testing of previous models of glo devices that predates Hyper X2.
  3. One year study was based on testing of previous models of glo devices that predates Hyper X2.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to Food and Drug Administration (FDA) regulation and no reduced-risk claims will be made as to these products without FDA clearance.

Design features

  • glo™ hyper X2 incorporates advanced induction heating technology (IH) featuring in glo™ hyper+, but with a 13% smaller body and a 7% weight reduction, providing an easier grip and improved portability.
  • glo™ hyper X2 offers two heating modes with a separate, dedicated button for each mode:
    • Normal mode, which completes heating in approximately 20 seconds and allows for approximately four minutes of use; and
    • Boost mode, which delivers a shorter time to first puff (approximately 15 seconds) and faster taste release. 
  • glo™ hyper X2 features two new functions:
    • An improved LED indicator on the top side of the device that indicates the ramp up progress, the charging status, the session progress and when the Boost mode has been deployed.
    • glo™ hyper X2 also features our new iris shutter, which protects the device from dust and debris.
  • glo™ hyper X2 device will be available in five colours: glo™ hyper X2 device will be available in seven colours: Camo Green, Amber Orange, Twilight Blue, Aura Red, Misty Gold, Graphite Black and Minty Green.
  • glo™ hyper X2 will continue to work with the existing neo™ demi-slim tobacco sticks for the glo hyper™ series.

Forward-looking statements

This release contains certain forward-looking statements, including "forward-looking" statements made within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. These statements are often, but not always, made through the use of words or phrases such as "believe," "anticipate," "could," "may," "would," "should," "intend," "plan," "potential," "predict," "will," "expect," "estimate," "project," "positioned," "strategy," "outlook", "target" and similar expressions. These include statements regarding our customer target ambition, New Categories revenue targets and our ESG targets.

All such forward-looking statements involve estimates and assumptions that are subject to risks, uncertainties and other factors. It is believed that the expectations reflected in this release are reasonable but they may be affected by a wide range of variables that could cause actual results to differ materially from those currently anticipated. A review of the reasons why actual results and developments may differ materially from the expectations disclosed or implied within forward-looking statements can be found by referring to the information contained under the headings “Cautionary Statement” and "Group Principal Risks " in the 2021 Annual Report and Form 20-F of British American Tobacco p.l.c. (BAT).

Additional information concerning these and other factors can be found in BAT's filings with the U.S. Securities and Exchange Commission ("SEC"), including the Annual Report on Form 20-F and Current Reports on Form 6-K, which may be obtained free of charge at the SEC's website, and BAT’s Annual Reports, which may be obtained free of charge from the BAT website

Past performance is no guide to future performance and persons needing advice should consult an independent financial adviser. The forward-looking statements reflect knowledge and information available at the date of preparation of this release and BAT undertakes no obligation to update or revise these forward-looking statements, whether as a result of new information, future events or otherwise. Readers are cautioned not to place undue reliance on such forward-looking statements.