British American Tobacco Korea (BAT Korea), local unit of foreign tobacco manufacturer British American Tobacco Plc, on Monday launched its second-generation tobacco heating device glo in South Korea ahead of official sales next week amid growing demand for the e-cigarette device in the country.

According to BAT Korea on Monday, consumers will be able to purchase the new edition of glo at the brand’s flagship store and nationwide convenience stores as well as via official web site from July 30. The second-generation glo device, which follows the preceding model that was launched in August, last year, will be priced at 90,000 won.

BAT Korea said that the upgraded version of the first-generation e-cigarette device comes with enhanced function and design. The all-in-one device is simple to use as smokers do not need a separate charging device, the company said. The device can be used up to 30 times on a full charge.

BAT Korea also unveiled neo, a non-burning tobacco exclusively for the battery-powered cigarette device, on Monday, to replace existing brand Neostiks.

An unnamed official from BAT Korea said that the company is pleased to unveil the second glo series for world’s first time in Korea and introduce the neo brand. The official said that it will continue to provide more diverse and satisfying options to Korean smokers seeking potentially reduced harmful product as an alternative.

Despite the Ministry of Food and Drug Safety’s health warning against e-cigarettes, demand for smokeless tobacco devices and cigarettes has been growing. Korean tobacco manufacturer KT&G and foreign majors Philip Morris and BAT Korea have been all-out to expand sales channel and launch new products to snatch larger share of the growing heat-not-burn e-cigarette market in Korea.

By Lee Duk-joo and Lee Eun-joo

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