British American Tobacco plc. (BAT) has chosen Japan as the first market for its new tobacco-heating product, glo, Fox Business reported on 11 November. The device is similar to a cigarette, but heats, rather than burns the tobacco.
The launch comes after the success in Japan of rival Philip Morris International, Inc.’s iQOS.
As part of its attempts to crack the market, BAT will make use of the firm’s well-known Kent brand to promote the product, and glo will also undercut the cost of iQOS.