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| Models promote BAT Korea's glo sens e-cigarette during a launch event in Seongsu-dong, Seoul, Tuesday. Yonhap |
By Nam Hyun-woo
British American Tobacco (BAT) Korea has launched its next-generation vaping device 'glo sens' to go after an increasing number of smokers choosing alternatives over cigarettes.
"We are very excited to launch glo sens, an innovative new generation product, for the first time in Korea, which is one of the most challenging and dynamic markets in the world with distinctive consumers of IT-friendly, social and fast-moving trends," BAT Korea CEO Kim Eui-soung said during a launching event in Seoul, Tuesday.
Glo sens is a hybrid device providing the taste of both liquid-base vapor and real tobacco. BAT Korea says the heated liquid containing the flavor passes over tobacco in a separate pod and picks up the authentic tobacco flavor and nicotine.
BAT Korea said it believes in the success of the hybrid device as it "overcomes" the shortcomings of vaping devices which fail to draw favorable consumer responses due to the low nicotine concentration in the vaping liquid, stemming from Korea's health regulations. While providing the "full taste" experience, the vapor that the user inhales contains around 99 percent less toxicants than cigarette smoke, and it has less odor and no ash, the company said.
"We have invested significantly over the years in research and development of potentially less risky alternatives to smoking, and the launch of glo sens is further testament to our commitment in leading the transformation of the tobacco industry with these new category products," Kim said.
A starter kit of glo sens contains the heating device, a hygiene cap and a pouch, an adapter and a USB charging cable. The retail price of glo sens is 50,000 won, and the package, called "neo pods," containing three tobacco pods and one liquid pod is priced at 4,500 won, with four flavors available.
Both glo sens and neo pods will be available at convenience stores and tobacco retail stores in Korea.
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