A decade of portfolio transformation at BAT
As we continue to build A Better Tomorrow™, this month we celebrated a decade of transformation across our New Categories portfolio. Having launched our first Vapour device in 2013, our product range has since evolved to better meet the preferences of adult consumers around the world.
Over the last decade, we’ve expanded and innovated our portfolio to provide a wide range of non-combustible products for adult consumers. We have three primary product categories, all designed to help adult smokers switch from cigarettes to reduced-risk alternatives*†. These New Categories of products include: Vapour products, under the brand Vuse; Tobacco Heating Products, under the brand glo; and Modern Oral products, under the brand Velo.
Agility and speed of innovation has been vital to our transformation, with investment of over £300 million annually in research and development key to delivering this in the past two years. An interactive timeline below showcases the innovation and progress we’ve made in the last decade, along with some key milestones for these New Category products.
2013
June 2013 - Our first Vapour Products (also known as vapes or e-cigarettes) are launched. Vuse debuts in the U.S., Vype launches in the UK.
Vuse
Solo
Vype
e-cigarette
2014
Vype
ePen (1st generation)
Vype
eStick
2015
September 2015 - Highlighting our commitment to lead in New Categories, we acquire CHIC Group, a market-leading Vapour Product (e-cigarette) business in Poland.
glo
iFuse
Vype
eTank
2016
April 2016 - Our commitment to New Categories continues with the acquisition of Ten Motives, a UK e-cigarette company.
November 2016 - Our first Tobacco Heating Product, glo, is launched in Sendai, Japan.
glo
1st generation
Brand: glo
Device name: 1st generation
Category: Tobacco Heating Product
Launched:
December 2016
In December 2016, we expanded our multi-category portfolio of reduced-risk* products with the launch of our first Tobacco Heating Product – glo.
The simple and intuitive "one unit, one button" device was designed in the UK, involving over 100 experts across five continents including scientists, engineers, designers, tobacco experts and toxicologists.
Tobacco Heating Products (THPs) offer an experience similar to that of a cigarette. They release an inhalable aerosol containing nicotine by heating tobacco to much lower temperatures (~200‒300ºC) than a standard cigarette. Designed to heat rather than burn tobacco they produce around 90-95% fewer toxicants.
By contrast, it is widely accepted most of the harm associated with standard cigarettes is caused by the toxicants in the smoke produced by the burning of tobacco at temperatures over 900ºC.
Vuse
Vibe
Vype
eBox
Brand: Vype
Device name: eBox
Category: Vapour Product
Launched:
December 2016
The small and compact Vype eBox was the first 'box mod' in the Vype range – so-called because of the box-like shape and the ability for users to modify different components of the device.
The eBox provided users with greater control over their vaping experience through a variable airflow and customisable power settings that adjusted the intensity of the vapour. An OLED display screen showed the activation, battery level and technical status of the device.
Vype
eTank Pro
Vype
Pebble
Brand: Vype
Device name: Pebble
Category: Vapour Product
Launched:
December 2016
The Vype Pebble was a rechargeable vaping device that combined striking, minimalist aesthetics with ergonomics – designed to be simple to use and fit in the palm of the hand
2017
July 2017 - We complete acquisition of Reynolds American Inc., strengthening our product portfolio and R&D capabilities to deliver a world class pipeline of New Category Products.
Vype
ePen (2nd generation)
Vype
eStick Maxx
2018
July 2018 - Our Modern Oral nicotine pouches are launched in Sweden.
Lyft
Ice Cool
Brand: Lyft
Device name: Ice Cool
Category: Modern Oral Product
Launched:
September 2018
In 2018 we broadened our portfolio of reduced-risk* products with the introduction of Lyft.
Categorised as a Modern Oral Product, they are smoke-free oral nicotine products, sometimes called nicotine pouches, designed for use in the mouth.
Consumers place a disposable nicotine pouch between their gum and upper lip where nicotine and flavours are released, and nicotine is absorbed through the tissues lining the mouth.
Following the consolidation of our New Category portfolio into three global brands announced in 2019, Modern Oral Products became branded as Velo.
Vuse
Ciro
Vuse
Alto/ePod
Vype
iSwitch/iSwitch Maxx
Brand: Vype
Device name: iSwitch/iSwitch Maxx
Category: Vapour Product
Launched:
December 2018
The Vype iSwitch and iSwitch Maxx introduced a new-to-world vaping technology by replacing the traditional coil and wick heating system with an ultra-slim stainless-steel blade heating mechanism.
The blade, around the thickness of a human hair, featured a surface area ten times larger than a traditional coil and wick heating system, providing a much more precise and measured way to heat the e-liquid.
glo
Series 2
Vuse
ePen 3
Vype
eTank Pro 2
2019
September 2019 - We complete acquisition of Twisp, a leading South African e-cigarette/nicotine vapour products company to further drive strategic New Category growth.
November 2019 - Our New Category portfolio is consolidated under three global brands – Vuse (Vapour), Velo (Modern Oral) and glo (Tobacco Heating Products).
November 2019 - We announce a global partnership with McLaren rooted in technology and innovation to enhance our New Category product pipeline.
glo
Series 2 Mini
glo
Series 2 Luxury Edition
glo
Nano
glo
Sens
glo
Pro
Brand: glo
Device name: Pro
Category: Tobacco Heating Product
Launched:
September 2019
The launch of the glo Pro marked the introduction of a series of devices powered by a brand new induction heating technology.
A battery-powered coil creates an electromagnetic field to generate heat in a metallic tube holding the tobacco stick. The result is a more rapid method of heating and allows for significant miniaturisation.
Velo
Ice Cool
2020
March 2020 - We launch our evolved strategy to deliver A Better Tomorrow™ by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products to consumers.
March 2020 - We announce ambitious goals to achieve £5billion revenue from new categories by 2025 and to have 50 million consumers of our non-combustible products by 2030.
November 2020 - We strengthen our U.S. New Category portfolio with the acquisition of Dryft, a Modern Oral Products business.
glo
Hyper
Brand: glo
Device name: Hyper
Category: Tobacco Heating Product
Launched:
April 2020
In April 2020 we continued to expand our portfolio with the launch of glo Hyper.
Going beyond the traditional quantitative and qualitative studies, we radically re-engineered not just the glo ecosystem, but our entire way of working.
Using insights gathered from thousands of consumers in person, a 150-strong global community of engineers, product developers, and operations teams came together across borders and time zones to build the Hyper device.
The pivotal breakthrough was in harnessing our advanced induction heating technology – enabling the device to reach operating temperatures of around 240-280ºC more quickly.
Faster heating coupled with a boost function delivered a broader range of sensory experiences.
Vuse
ePod 2
2021
July 2021 - Vuse becomes the first global carbon neutral vape brand.
September 2021 - Vuse becomes the number one global vaping brand by value share .
October 2021 - Vuse Solo receives the first of its kind U.S. FDA marketing authorisation for vapour products.
glo
Hyper+
glo
Pro Slim
Vuse
eTank Mini
2022
September 2022 - Study reveals positive long-term impact of switching from cigarettes to glo. One-year data showed smokers who switched exclusively to glo, our Tobacco Heating Product, achieved significant and sustained improvements in several indicators of potential harm compared to those who continued to smoke.
December 2022 - Reduced-risk* potential of Velo as cigarette alternative reinforced by innovative real-world study. Study shows Velo consumers had significantly better results for several indicators linked to smoking-related diseases compared with smokers.
glo
Hyper X2
Brand: glo
Device name: Hyper X2
Category: Tobacco Heating Product
Launched:
July 2022
First launched in Tokyo, Japan, the glo Hyper X2 was developed with consumers at heart. The innovative 'barrel styling' design was shaped by consumer insights, offering new and innovative, user-friendly features.
Building on the success of glo Hyper+, the Hyper X2 incorporates the same advanced induction heating technology encased in a smaller, lighter weight device, with a boost function for faster heating, LED indicators showing battery status, a protective iris-shaped shutter, and new colourways.
Vuse
GO 500
Vuse
GO Max
2023
February 2023 - Driven by our strong momentum in New Categories, we announce in our Full-Year Results for 2022 that New Category profitability is expected in 2024, one year ahead of plan.
May 2023 - Clinical data on Vuse illustrates beneficial public health impact of Tobacco Harm Reduction. Study shows adult consumers using BAT's vapour brand Vuse demonstrated significantly better results for biomarkers relevant to smoking-related diseases than smokers.
June 2023 - Our Innovation Hub, dedicated to New Category products, officially opens in Trieste, Italy. The €500million investment over 5 years will create an estimated 2,700 jobs and will operate using 100% renewable energy.
July 2023 - Our New Category portfolio celebrates 10 years – marking a decade of innovation and transformation.
Vuse
GO 700
glo
Hyper X2 Air
Vuse
Go Edition 1
Vuse
Pro
As a business, we remain committed to creating reduced-risk alternatives*† for adult smokers and our goal is to have 50 million consumers of New Category products and to accelerate the growth of our non-combustible products, reaching at least 50% of revenues by 2035. We’re well on track to achieve these. As of 30 June 2023, 16.6% of Group revenue is now coming from non-combustible products and we have 24 million consumers of our New Category products worldwide.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
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