Build a better tomorrow. This is the strategy of British American Tobacco (BAT), the world’s leading nicotine product company, presented in Portugal, at an event that took place on April 28 in Lisbon. To give strength to this new vision, BAT embarked on a true transformation journey, adopting New Category products (such as heating tobacco products), culminating in the recent introduction of the glo™ Hyper + in the Portuguese market. This is a product that is born from a total change in the company’s strategy that began a few years ago, when the CEO of BAT, Jack Bowles, designed the company’s transformation strategy towards new technologies and that has had its main fruit YTD in 2021: Revenue growth in New Categories increased 51%, reaching a total of 18.3 million consumers of combustion-free products.
Marco Galinha | Representative of the National Independent Tobacco Group – INTG
To build a better tomorrow, BAT aims to reduce the health impact of your business in today’s world. Roberta Palazzetti, BAT’s general manager for Southern Europe, acknowledges that the company “is going through a giant transformation process, not only at a technological level, but also towards a more sustainable business model.” To demonstrate this, BAT joined the “Race to Zero” campaign, supported by the UN and in which more than 4,000 companies participate, with the objective of reducing CO2 emissions by 25%.two. What BAT sets as goals for itself is to use 100% renewable electricity within its own operations by 2030 and to achieve carbon neutrality in our own business and value chain by 2050. Sustainability for BAT is nothing new”, as BAT’s efforts and commitment to sustainability by 2022 have been recognized for 20 consecutive years by the Dow Jones Sustainability Indices. Roberta Palazzetti also states that “at this time, any responsible company on a global level has to understand that we all have to do better”.
Introducing the new glo™ Hyper +
change the paradigm
“We want to change the paradigm of the tobacco industry”, announces Juan Jose Marco, General Director of BAT for Spain and Portugal. To do this, BAT brought together more than 1,500 Research and Development specialists, most of them focused on New Categories. The brand’s latest product was born from this project: the glo™ hyper +, now presented in Portugal.
glo™ hyper+ is a heated tobacco product that generates a tobacco flavored and nicotine aerosol that is inhaled by the adult consumer. The resulting aerosol from this process may contain potentially lower levels of harmful substances. one found in conventional tobacco smoke, as claimed by some entities, such as the executive agency of the Department of Health and Welfare in England (Public Health England).
Juan Jose Marco highlights that this commitment is also the result of “consumer preferences”, with BAT being “fully aware that their expectations are changing and, rather than keep up with them, they want to exceed them”. The new glo™ hyper+ is the brand’s most advanced device and features advanced heating technology – Advanced Heat Technology™. With a more powerful heating system, it makes the device much faster and more precise as it controls temperature and prevents combustion, giving adult consumers more flexibility.
Juan Jose Marco | General Director of BAT for Spain and Portugal
In Portugal, BAT established an alliance with the National Independent Tobacco Group (INTG), represented by Marco Galinha at the event that took place in Lisbon. Marco Galinha believes that this association “will contribute to strengthening BAT’s operations in Portugal, but also to increasing INTG’s portfolio with innovative offers”. As a result of this, the INTG representative raises the possibility that growth translates into “an increase in the team, the creation of new jobs for the Portuguese and the dynamism of the national economy”.
A better tomorrow for BAT is about to begin.
Source: Observadora
