As we continue to build A Better Tomorrowâ„¢, this month we celebrated a decade of transformation across our mini´«Ã½ portfolio. Having launched our first Vapour device in 2013, our product range has since evolved to better meet the preferences of adult consumers around the world.
Over the last decade, we’ve expanded and innovated our portfolio to provide a wide range of non-combustible products for adult consumers. We have three primary product categories, all designed to help adult smokers switch from cigarettes to reduced-risk alternatives*†. These mini´«Ã½ of products include: Vapour products, under the brand Vuse; Tobacco Heating Products, under the brand glo; and Modern Oral products, under the brand Velo.
Agility and speed of innovation has been vital to our transformation, with investment of over £300 million annually in research and development key to delivering this in the past two years. An interactive timeline below showcases the innovation and progress we’ve made in the last decade, along with some key milestones for these New Category products.
2013
Vuse
Solo
Vype
e-cigarette
2014
Vype
ePen (1st generation)
Vype
eStick
2015
glo
iFuse
Vype
eTank
2016
glo
1st generation
Brand: glo
Device name: 1st generation
Category: Heated Product (HP)
Launched:
December 2016
Ìý
In December 2016, we expanded our multi-category portfolio of reduced-risk* products with the launch of our firstÌýHeated Product – glo.
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The simple and intuitive "one unit, one button" device was designed in the UK, involving over 100 experts across five continents including scientists, engineers, designers, tobacco experts and toxicologists.
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Heated Products (HPs) are devices that use heat to generate a nicotine-containing aerosol, which the user inhales. This category includes Tobacco Heated Products (THP) and Herbal Products for Heating (HPH).
Ìý
Within HPs, because the tobacco or herbal substrate is heated instead of burned, the resulting aerosol comprises mainly water, glycerol, nicotine and flavours – different to cigarette smoke.Ìý
Vuse
Vibe
Vype
eBox
Brand: Vype
Device name: eBox
Category: Vapour Product
Launched:
December 2016
Ìý
The small and compact Vype eBox was the first 'box mod' in the Vype range – so-called because of the box-like shape and the ability for users to modify different components of the device.
Ìý
The eBox provided users with greater control over their vaping experience through a variable airflow and customisable power settings that adjusted the intensity of the vapour. An OLED display screen showed the activation, battery level and technical status of the device.
Ìý
Vype
eTank Pro
Vype
Pebble
Brand: Vype
Device name: Pebble
Category: Vapour Product
Launched:
December 2016
Ìý
The Vype Pebble was a rechargeable vaping device that combined striking, minimalist aesthetics with ergonomics – designed to be simple to use and fit in the palm of the hand
2017
Vype
ePen (2nd generation)
Vype
eStick Maxx
2018
Lyft
Ice Cool
Brand: Lyft
Device name: Ice Cool
Category: Modern Oral Product
Launched:
September 2018
Ìý
In 2018 we broadened our portfolio of reduced-risk* products with the introduction of Lyft.
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Categorised as a Modern Oral Product, they are smoke-free oral nicotine products, sometimes called nicotine pouches, designed for use in the mouth.
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Consumers place a disposable nicotine pouch between their gum and upper lip where nicotine and flavours are released, and nicotine is absorbed through the tissues lining the mouth.
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Following the consolidation of our New Category portfolio into three global brands announced in 2019, Modern Oral Products became branded as Velo.
Vuse
Ciro
Vuse
Alto/ePod
Vype
iSwitch/iSwitch Maxx
Brand: Vype
Device name: iSwitch/iSwitch Maxx
Category: Vapour Product
Launched:
December 2018
Ìý
The Vype iSwitch and iSwitch Maxx introduced a new-to-world vaping technology by replacing the traditional coil and wick heating system with an ultra-slim stainless-steel blade heating mechanism.
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The blade, around the thickness of a human hair, featured a surface area ten times larger than a traditional coil and wick heating system, providing a much more precise and measured way to heat the e-liquid.
glo
Series 2
Vuse
ePen 3
Vype
eTank Pro 2
2019
glo
Series 2 Mini
glo
Series 2 Luxury Edition
glo
Nano
glo
Sens
glo
Pro
Brand: glo
Device name: Pro
Category: Heated Product (HP)
Launched:
September 2019
Ìý
The launch of the glo Pro marked the introduction of a series of devices powered by a brand new induction heating technology.
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A battery-powered coil creates an electromagnetic field to generate heat in a metallic tube holding the tobacco stick. The result is a more rapid method of heating and allows for significant miniaturisation.
Ìý
Ìý
Velo
Ice Cool
2020
glo
Hyper
Brand: glo
Device name: Hyper
Category: Heated Product (HP)
Launched:
April 2020
Ìý
In April 2020 we continued to expand our portfolio with the launch of glo Hyper.
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Going beyond the traditional quantitative and qualitative studies, we radically re-engineered not just the glo ecosystem, but our entire way of working.
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Using insights gathered from thousands of consumers in person, a 150-strong global community of engineers, product developers, and operations teams came together across borders and time zones to build the Hyper device.
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The pivotal breakthrough was in harnessing our advanced induction heating technology – enabling the device to reach operating temperatures of around 240-280ºC more quickly.
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Faster heating coupled with a boost function delivered a broader range of sensory experiences.
Vuse
ePod 2
2021
glo
Hyper+
glo
Pro Slim
Vuse
eTank Mini
2022
glo
Hyper X2
Brand: glo
Device name: Hyper X2
Category: Heated Product (HP)
Launched:
July 2022
Ìý
First launched in Tokyo, Japan, the glo Hyper X2 was developed with consumers at heart. The innovative 'barrel styling' design was shaped by consumer insights, offering new and innovative, user-friendly features.
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Building on the success of glo Hyper+, the Hyper X2 incorporates the same advanced induction heating technology encased in a smaller, lighter weight device, with a boost function for faster heating, LED indicators showing battery status, a protective iris-shaped shutter, and new colourways.
Vuse
GO 500
Vuse
GO Max
2023
Vuse
GO 700
glo
Hyper X2 Air
Vuse
Go Edition 1
Vuse
Pro
glo
Hyper Pro
2024
Vuse
GO 1000
Vuse
GO 800
Vuse
GO Reload 1000
Vuse
GO Reload 1000 Pen
2025
Vuse
Ultra
Brand: Vuse
Device name: Ultra
Category: Vapour Product
Launched:
March 2025
Ìý
Vuse Ultra's ClearViewâ„¢ display allows users to monitor a range of device settings including battery power and e-liquid levels.
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Bluetooth connectivity enables pairing with the MyVuse app, where CloudControlâ„¢ and Flavour AutoTuneâ„¢ technologies allow for adjustable cloud and taste preferences.
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User's can also track consumption, set recharge reminders, locate their vape if misplaced and lock the device.
glo
Hilo
Brand: glo
Device name: Hilo
Category: Heated Product (HP)
Launched:
June 2025
Ìý
First launched in Japan, glo Hilo's features include an AMOLED EasyViewâ„¢ screen, TurboStartâ„¢ technology that heats sticks in just five seconds and connectivity with the 'myglo' app.
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Once paired with the app, consumers can control their device usage, personalise the display, find their device if misplaced or lock it.Ìý
glo
glo Hilo Plus
As a business, we remain committed to creating reduced-risk alternatives*†Ìýfor adult smokers and our goal is to have 50 million consumers of New Category products and to accelerate the growth of our non-combustible products, reaching at least 50% of revenues by 2035. We’re well on track to achieve these. As of 30 June 2023, 16.6% of Group revenue is now coming from non-combustible products and we have 24 million consumers of our New Category products worldwide.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
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†Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.