BAT shores up US heated tobacco prospects as competition grows
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British American Tobacco (BAT) has submitted an application to market its Glo Hyper Pro device as a reduced-risk product in the United States. This is BAT's first movement in years on heated tobacco in the world's biggest market for smoking alternatives. BAT had previously applied to market Glo in the U.S. in 2021 but has yet to receive approval. Chief Executive Tadeu Marroco said that while BAT's perspective on heated tobacco in the U.S. had not changed, the company had submitted a modified risk tobacco product application for Glo Hyper Pro to the U.S. Food and Drug Administration in December. BAT's competitors, including Philip Morris International and Altria International, have plans to launch their own heated tobacco devices in the U.S. market. If BAT's application is granted, it would allow the company to make certain health claims about Glo in its U.S. marketing, such as that it is lower risk or reduces exposure to harmful chemicals compared with smoking.

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https://www.investing.com/news/economy/bat-shores-up-us-heated-tobacco-prospects-as-competition-grows-3297326