Key Points
Japan launch: BAT announced the nationwide rollout in Japan of the glo™ Hilo lineup, including glo™ Hilo, glo™ Hilo Plus, and virto™ heated sticks.
Overseas expansion: The series will soon expand to Italy, Poland, and Serbia.
Strategic targets: BAT aims to reach 50 million adult consumers of smokeless products by 2030 and become a predominantly smokeless business by 2035.
Product highlights: glo™ Hilo Plus is the brand’s first two-piece device (charger pack + EasySwitch™ heating pen) featuring Turbostart™ Quartz technology.
2Firsts, September 12, 2025 — According to an update on British American Tobacco’s (BAT) official LinkedIn account, BAT has launched its glo Hilo heated tobacco platform nationwide in Japan*, comprising the new glo Hilo, glo Hilo Plus and virto heated sticks.
BAT said the glo Hilo series will be introduced in Italy, Poland and Serbia in the near future. The company’s goals are to reach 50 million adult consumers of smokeless products by 2030 and to transition to a predominantly smokeless business by 2035.
BAT introduced glo Hilo Plus as the brand’s first two-piece heated product, consisting of a charger pack and the EasySwitch heating pen and powered by Turbostart Quartz for sub-10-second heat-up. The new device connects to the myglo™ mobile app, enabling users to personalize settings (e.g., taste/heat parameters) and manage device status. Together with the dedicated virto sticks, the Hilo platform forms a complete product ecosystem.
Reception in Japan: Design and Flavor Praised; Pricing Debated
Previously, 2Firsts tracked early market reactions following the Japan release. Users generally praised glo Hilo’s stylish design, flavor delivery and odor control versus IQOS, while some noted that the rapid heat-up could cause a scorched taste on the first puff. Overall, early-stage feedback has been positive.
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