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Ƶlaunches glo™ Hilo – a new premium device featuring revolutionary TurboStart™ technology – in Japan

PRESS RELEASE

09 JUNE 2025

Ƶlaunches glo™ Hilo – a new premium device featuring revolutionary TurboStart™ technology – in Japan

  • glo™ Hilo is the first and only Heated Product featuring Turbostart™ technology that heats sticks in just five seconds
  • New myglo app allows for greater customisation including, find my glo, device locking feature and more
  • New and exclusive virto™ consumables launched that enable heat transfer with precision and StickSeal™ Technology
  • BAT’s unique global footprint and multi-category focus, together with its compelling global innovation ecosystem, is driving the company’s Sustainable Growth Algorithm.

Ƶis saying ‘Hello to Hilo’ – a new premium Heated Product featuring Turbostart™ technology that pre-heats sticks in just five seconds. The device uses a Quartz heating element that uses both resistive heating and infrared waves. glo™ Hilo is a breakthrough system that will reshape the way glo™ is positioned in the HP category, allowing it to compete effectively in the premium segment.

glo™ Hilo

glo™ Hilo is available in four premium colours and features an innovative AMOLED EasyView™Screen.To support glo™ Hilo, Ƶis also launching the new ‘Myglo’ app which enables consumers to stay in control of their device usage, personalise the display, find their device if it’s been misplaced or lock it.

Luciano Comin, Chief Marketing Officer at Ƶsaid:

“We are very excited to introduce glo™ Hilo in Japan, and it’s even more meaningful to be bringing back glo™ to its birthplace – 9 years since its world-first launch in Sendai in 2016.

“Fuelled by over a decade of multi-New Category experience, we have transformed our entire innovation ecosystem, which has allowed us to step-change our product portfolio in the market, with compelling product offers based around consumers’ needs. We are confident that glo™ Hilo will offer an all-new experience for our Japanese consumers, presenting a breakthrough platform for premium tobacco taste experience.”

New and exclusively designed consumables, virto™, have also been launched to support the glo™ Hilo system. virto™ consists of expertly blended tobacco delivered through a uniquely engineered structure for precision heat transfer to every part of the stick achieving a consistent airflow. virto™ is available in eight flavours across tobacco, fresh and novel profiles. virto™ is also equipped with StickSeal™ Technology which ensures zero fall out of tobacco.

From 9 June 2025, glo™ Hilo and its new consumables, virto™, will be available for purchase at major convenience stores in Sendai City and on the official glo™ online store. Residents of Miyagi will also be able to purchase glo™ Hilo and virto™ from the glo™ online store.

The glo™ range is sold in over 30 markets around the world.

Enquiries

Media Centre
+44 (0) 20 7845 2888 (24 hours)| press_office@bat.com |

Investor Relations
Victoria Buxton: +44 (0)20 7845 2012|IR_team@bat.com

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