BAT Rothmans' glo HYPER pro+ focuses on easy use

BAT Rothmans has launched glo HYPER pro+, a heated-tobacco device designed to streamline user experience, from heating and operation to maintenance. The product was officially released on Aug. 18, marking the company’s first new product launch in about two years since the release of glo HYPER pro in 2024. BAT Rothmans said the new device reflects a growing trend in which consumer electronics makers increasingly compete not only on performance but also on how easy and intuitive their products are to use. The American Customer Satisfaction Index’s 2024 Household Appliance and Electronics Study identified ease of operation, initial setup and menu navigation as key elements of customer experience for computers and televisions. A similar focus was reflected in developing glo HYPER pro+, with the company seeking to reduce inconvenience for adult smokers throughout the device’s use cycle. One of the most noticeable changes is the heating time. The device uses QuickStart technology to reduce ramp-up time to 10 seconds, which the company said is twice as fast as the standard mode of its prev