September 2026: KT&G Will Launch ‘lil Tonino Lamborghini’ Featuring Ultra-Fast 3-Second Induction Heating Technology
In a major technological leap for the heated tobacco category, KT&G announced today that it will launch its new flagship device platform, the lil Tonino Lamborghini, on September 15, 2026. The centerpiece of the announcement is a fundamental shift in heating architecture: transitioning from circumferential (external resistance) heating used in earlier devices to high-precision internal induction and microwave heating, dubbed “Flashwave Heating Technology.”
In earlier generations of the lil product line, devices relied on circumferential heating. In circumferential setups, heating elements wrap around the outer perimeter of the stick or chamber, relying on thermal conduction to transfer heat from the outside inward. While effective, circumferential conduction inherent to legacy designs incurs thermal loss, inconsistent thermal penetration across the dense core of the substrate, and extended startup delays. By contrast, the new Flashwave technology utilizes electromagnetic induction and microwave frequencies to target the interior core of the stick directly. Rather than slowly baking the outer wall to reach the center, energy is converted into immediate thermal energy inside the substrate itself.
The primary operational advantage of this shift to internal induction heating is speed. KT&G’s Flashwave platform achieves an industry-leading 3-second preheating time. Compared to earlier lil models, which typically required 15 to 30 seconds to warm up, the new induction-based mechanism heats the substrate more than five times faster. This drastic reduction virtually eliminates the pre-use waiting period, transforming the user experience into near-instantaneous operation.
The transition from circumferential conduction to core induction carries several wide-ranging implications for device performance:
Uniform Heat Distribution & Consistent Flavor: Because circumferential heating applies maximum heat to the exterior shell, it can create temperature gradients that lead to uneven aerosol generation toward the end of a session. Internal induction distributes thermal energy uniformly across the substrate from the first puff to the last, ensuring consistent vapor delivery and flavor profile throughout the entire cycle.
Energy Efficiency and Thermal Precision: Direct internal excitation minimizes radiative ambient heat loss to the device chassis. Less energy is wasted heating surrounding air or exterior walls, maximizing battery performance and thermal efficiency.
Maintenance and Usability Improvements: Because heat is generated internally within the dedicated stick core rather than transferred via exposed high-heat outer chambers, the device avoids residual carbon build-up, maintaining a hassle-free, no-cleaning design.
Enhanced User Interface and Durability: Enclosed in a full-metal aluminum casing, the device pairs its rapid internal heating engine with a color display and dedicated graphical user interface (GUI). Users can monitor preheating progress, remaining battery, and puff counts in real time.
Resolving the inconvenience of waiting was a core objective in developing the lil Tonino Lamborghini, underscoring KT&G’s focus on user-centric innovation to drive its R&D roadmap. With the market increasingly favoring high-efficiency alternatives, the deployment of ultra-fast internal induction heating sets a new technical benchmark for startup speed and thermal performance in modern aerosol devices.
November 2025: Philip Morris International Rolls Out of the Revamped TEREA Packaging
Philip Morris International (PMI) continued the global roll-out of revamped TEREA packaging with launches in the UK and South Korea. However, interestingly, the revamped TEREA packs launched in these two markets are slightly different in terms of design.
In the UK, the updated design is rolled out across all 16 TEREA variants. PMI stated that with a clearer, more cohesive appearance and fresh, modern look, the new packaging promises to make on-shelf navigation easier and strengthens TEREA’s premium brand recognition.
In South Korea, the pack design upgrade commemorates the third anniversary of TEREA’s launch. The new design places the IQOS Key logo on the front panel to clearly define that the product is for exclusive use with IQOS ILUMA series. The updated color scheme allows for intuitive distinction between the different flavors of 20 TEREA variants: Tobacco Blend (4 variants), Tobacco Blend Capsule (3 variants), Fresh Blend (10 variants) and Fresh Blend Capsule (3 variants). The wave pattern on the front panel symbolizes the rich flavor TEREA delivers. PMI stated that with evolving into a more modern and dynamic design language, TEREA strengthens its unique brand identity and premium look & feel.
September 2025: British American Tobacco Launches glo Hilo Nationwide in Japan
British American Tobacco (BAT) launched glo Hilo, glo Hilo Plus and virto sticks for exclusive use with glo Hilo heated tobacco devices nationwide in Japan. Since June 2025, BAT has been piloting glo Hilo in Sendai, the first launch city for the glo brand. Glo Hilo Plus is glo’s first two-piece heated tobacco device, consisting of a charger pack and the EasySwitch heating pen. The premium device features Turbostart Quartz, heating up in less than 10 seconds, and combines a refined design with enhanced performance. Integrated with the myglo app, it allows users to personalise their experience and manage their device with ease. To recognise this milestone, BAT opened its first-ever Pop-Up Store in Tokyo’s iconic Omotesando district. The space features a real time mirror installation and invites visitors to explore the world of Hilo through an immersive, AI-guided interactive journey. The glo Hilo platform will next be launched in Italy, Poland, and Serbia.
May 2025: Firstunion Launches a Heated Tobacco Device with No Pre-heating Required
Firstunion launched PTH MASTER, a heated tobacco device with no pre-heating required, in Jakarta, Indonesia. Firstunion claims that PTH MASTER is the world’s first mass-produced Puff-to-Heat device.
Heated tobacco products typically require 15–30 seconds of preheating and cannot be paused once activated; PTH MASTER employs a proprietary “Distributed Hexa-Core Thermal Control System”, featuring six independent thermal modules controlled by AI-driven algorithms and precisely regulating heating temperatures, eliminating uneven heating and overheating (common in traditional ring-shaped heaters). The precise point-to-point heating is applied directly to individual tobacco sheets.
In addition, PTH MASTER’s airflow sensor responds within 30 milliseconds to activation (i.e. user inhalation) and dynamically adjusts heating intensity based on puff strength – enabling instantaneous start and pause functionality (“Puff-to-Heat”). Firstunion has filed over 50 patent families to protect the Puff-to-Heat technology.
Seperately, PTH MASTER’s Honeycomb-Engineered Tobacco (HOP) technology aims to ensure flavor consistency (i.e. eliminates flavor fading) throughout use by evenly and consistently heating only the targeted tobacco area. Each HOP tobacco sheet contains 120mg of tobacco (i.e. 60% less than IQOS tobacco sticks). HOP offers a variety of flavors: Classic Tobacco, Strong Menthol, Light Menthol, Blueberry Menthol and Clove. Zero-nicotine HOP variants come in Classic Tobacco and Blueberry Menthol.
PTH MASTER features dual intelligent modes, Ultra (6 strong puffs) and Eco (12 gradual puffs), and incorporates a 0.71-inch display and over ten linear-motor tactile feedback patterns, providing real-time information, such as battery status and puff count, and intuitive operation guidance.
May 2025: Japan Tobacco Launches its Next Generation Heated Tobacco Device, Ploom AURA
Japan Tobacco (JT) launched Ploom AURA, its next generation heated tobacco device, on May 27, 2025, in Japan, primarily in Ploom stores and CLUB JT online shop. In parallel, JT started the roll-out of EVO heated tobacco sticks for exclusive use with Ploom AURA. A nationwide launch of Ploom AURA and EVO will start on July 1, 2025 in convenience stores and tobacco retail shops. Subsequently, Ploom AURA will be rolled out globally.
JT re-iterated its commitment to the heated tobacco, underlining the ¥650 billion ($4.5 billion) investment to be made the category over the course of 2025-2027 – a significant part of which will be allocated to the launch of Ploom AURA in Japan and globally. JT hopes Ploom AURA and EVO to be instrumental in supporting its ambition of reaching mid-teens share in the heated tobacco category by 2028. Ploom AURA retails at ¥2,980 ($21) on the offical online Ploom store.
Ploom AURA’s key improvement is flavor enhacement through Smart Heatflow technology – that maintains heating at 320°C for an extended period of time. The new Heat Select System offers four modes for users to customize their experience in line with their preferences:
– Standard mode: 5 minutes of use, 20 uses with a single charge
– Strong mode: 3 minutes of use, 25 uses with a single charge
– Long mode: 6 minutes of use, 19 uses with a single charge
– Eco mode: 3 minutes of use, 27 uses with a single charge.
In each mode, Ploom AURA provides a maximum of 3 consecutive uses. In terms of design, the device maintains the delicate and organic curves characteristic of Ploom, while evolving into a compact and slim design – combining elegance and practicality. Ploom AURA (24.2 x 109.4 x 29.2 mm) is narrower and longer compared to the Ploom X Advanced (43.5 x 88.5 x 24 mm) and weighs 75.5 grams. The device has no buttons (i.e. automatic switch on when a stick is inserted) and can be connected via Bluetooth to an app to control the heating modes.
Our initial impression on Ploom AURA based on JT’s statements and product/device poisitioning: it is a gradual improvement, not a game changer.
May 2025: Japan Tobacco will Discontinue “Ploom X Advanced” Ahead of the New Ploom Device Launch
Japan Tobacco will introduce its new Ploom heated tobacco device in a press conference on May 27, 2025. Ahead of the launch event, Japan Tobacco will cease the sales of the “Ploom X Advanced” model once all remaining inventory is sold out (presumably from mid-May 2025). In order to speed up the inventory depletion, Ploom X Advanced Starter Kits now retail at only ¥980 (US$6.6), including the tax. With the launch of the upgraded Ploom device, Japan Tobacco aims to improve its market position against the market-leader Philip Morris International’s IQOS heated tobacco platform. In Q1 2025, Ploom captured 12.7% share in the heated tobacco category in Japan after reporting +26.7% volume and +1.8pp category share growth year-on-year basis.
April 2025: Geek Bar Launches a Heated Tobacco Device Similar to Geek Bar Pulse X in Japan
Geek Miracle (HK) Limited launched its new heated tobacco device, the Fasoul Stellar in Japan. The device is equipped with a 3D starry curved screen and is similar to the Geek Bar Pulse X, a popular disposable vape device, in terms of design. Fasoul Stellar is compatible with TEREA and SENTIA, heated tobacco sticks made for exclusive use with IQOS ILUMA, and is available on online retailers, including Amazon, in Japan.
Similar to the Fasoul Q1 model introduced in 2024, Fasoul Stellar model allegedly allows one tobacco sticks to be used twice (“one stick, two use”) thanks to the 360-degree (all-around the tobacco stick) heating technology. IQOS-owner, Philip Morris International (PMI), will not be bothered with the emergence of TEREA/SENTIA-compatible heated tobacco devices as an alternative to its loss-making IQOS device platform. However, use of the same stick twice is detrimental to the heated tobacco profit pool: if these multi-use devices become popular in the market, we expect PMI to introduce the “stick recognition” technology to the IQOS platform – blocking the use of TEREA/SENTIA sticks with devices other than IQOS.
November 2024: BAT’s Premium glo HILO Heated Tobacco Platform Makes its Global Debut in Serbia
At the 2024 Capital Markets Day in October 2024, BAT announced the launch of a premium heated tobacco platform, glo HILO, in one market by the end of 2024. Subsequently, BAT launched glo HILO and glo HILO Plus in Serbia at the end of November 2024. Recognizing the importance of pivoting to the lucrative premium segment in heated tobacco (- with more than 80% category share, in which BAT has only 2% segment share), BAT aims to fill an important portfolio gap with glo HILO.
glo HILO features an improved heating technology, more intense taste, the shortest time to the first puff (compared to IQOS and lil), EasySwitch pen (i.e. similar to the holder in the charger & holder configuration of IQOS) and EasyView LED screen. The EasySwitch pen on the HILO Plus device can be used alone, for two consecutive sessions, or together with the charging base, for an additional 20 consecutive sessions. EasyView LED screen allows the user to control consumption at any time. The screen displays information about the selected operating mode, battery status, session preparation and remaining consumption time.
glo HILO extends the duration of consumption to 5 minutes and 10 seconds in Standard and to 3 minutes and 40 seconds in Boost mode, while charging for the HILO device is accelerated to 40 minutes from 0 to 80% battery status. glo HILO devices come in two colors, blue (Royal Lapis Blue) and black (Raven Grey), with accents in a distinctive bright orange color.
glo HILO Plus retails at RSD5,990 ($56) in Serbia. The promotional price on the offical brand website is RSD3,990 ($37).
June 2024: KT&G Unveils Lil Able 2.0 Featuring Pause Function and Faster Preheating
KT&G has announced the upcoming launch of its new heated tobacco device, the Lil Able 2.0, scheduled for release on June 26. Designed to strengthen KT&G’s position in its ongoing market share battle against Philip Morris International’s IQOS in South Korea, the upgraded platform introduces enhanced usability features, including a Pause function that allows consumers to temporarily halt a session once for up to two minutes.
The Lil Able 2.0 incorporates several technical and ergonomic updates over its predecessor. Preheating time in Classic Mode has been reduced by 20 percent to 27 seconds, while a fast-charging capability enables the battery to reach 50 percent capacity in approximately 40 minutes. Featuring a more compact build with a curved exterior for an improved grip, the device will be available in four colors: Cotton Blue, Cozy Burgundy, Space Black, and Champagne Gold. Users can also select between two operational profiles – Balance Mode for uniform aerosol delivery or Classic Mode for a stronger taste impact.
The unit supports three distinct consumable formats across eight variants: Real (pulp-based, 3 variants), Granular (4 variants), and Vapor Stick (liquid-based, 1 variant). KT&G will initially launch the Lil Able 2.0 across six flagship Lil retail locations on June 26, followed by expanded distribution to Seoul convenience stores, nationwide branded outlets, and the online Lil Store next month at a recommended retail price of ₩88,000 (US$63). An international rollout is expected in the first half of 2025 via KT&G’s global distribution partnership with Philip Morris International.
June 2024: Imperial Brands Launches Summer Limited Edition Pulze Device Amid Intensifying EU Scrutiny
Imperial Brands has launched a new summer-themed limited edition of its Pulze heated tobacco device, featuring a sea-blue finish. The release represents the third seasonal variation for the platform, following previous green Christmas and red Valentine’s Day editions.
To support the launch, Imperial has deployed an extensive influencer marketing campaign titled “Immerse yourself in summer with Pulze.” The promotional push relies heavily on digital content creators using video formats on social media platforms to display holiday destinations alongside the device. The campaign actively invites audience interaction around summer travel plans and promotes a branded Pulze holiday playlist hosted on Spotify.
The heavy reliance on influencer and social media marketing arrives during a critical regulatory window in Europe. EU Health Ministers are convening at the EPSCO Council meeting on June 21, 2024, to discuss reinforced measures to protect youth from digital marketing and online sales of tobacco and nicotine products. Industry analysts suggest that high-visibility digital campaigns risk prompting a regulatory backlash ahead of the upcoming European Union Tobacco Products Directive (TPD) revision, which could ultimately impact broader growth across the heated tobacco category in key European markets.
May 2024: Philip Morris International Details Global IQOS ILUMA Expansion and Portfolio Innovations
Philip Morris International (PMI) provided a comprehensive update on its reduced-risk product portfolio during the Jefferies Virtual Reduced Risk Seminar, detailing the rapid global adoption of its flagship IQOS ILUMA platform alongside localized consumable innovations.
According to PMI, the IQOS brand was available in 71 markets by the end of 2023, with the ILUMA series expanding to 64 markets as of April 2024. Transition rates remain strong, with nearly 60 percent of global IQOS consumers – over 17 million out of 28.6 million total users – upgrading to the ILUMA platform by year-end 2023. To drive further adoption, PMI continues to focus on lifestyle integration, releasing special-edition devices including Neon Purple, Stardrift, and Bright supported by expanded fashion and design brand partnerships.
On the consumable side, PMI highlighted several strategic regional initiatives. The company began expanding its zero-tobacco heatstick line, LEVIA, following initial launches in Czechia and Romania in the first quarter of 2024. In Japan, the TEREA Oasis Pearl capsule SKU reached a 3.2 percent market share in April 2024 after expanding nationwide in February. Meanwhile, in Indonesia – the world’s largest cigarette market outside of China—PMI is targeting local preferences with TEREA Kretek clove heatsticks. After introducing the range in Jakarta in late 2023 and expanding to 20 cities in January, PMI added three new variants (Auburn, Mulint, and Berrine) in April 2024, bringing its user base in Indonesia to 150,000 and capturing a 3.4% market share in urban Jakarta.
March 2024: Philip Morris International Unveils Next-Generation IQOS ILUMA i Series in Japan
Marking the tenth anniversary of the flagship heated tobacco brand, Philip Morris International has officially launched the IQOS ILUMA i series in Japan. The next-generation platform introduces several technology enhancements designed to increase user control and device efficiency, decade after the original IQOS piloted in Nagoya in late 2014.
The IQOS ILUMA i incorporates a new integrated touchscreen that displays usage-related information at a glance. Among its core features is Pause Mode, which allows users to temporarily interrupt and resume a session within the first three minutes or eight puffs in Performance Mode, preventing stick waste. The series also introduces FlexPuff, an adaptive feature that adjusts the number of available puffs based on individual inhalation patterns, and FlexBattery, which extends the overall lifespan of the holder battery when operated in Eco Mode. Alongside the main units, PMI introduced the all-in-one ILUMA i One, equipped with Auto-start and FlexPuff functionalities.
PMI is pricing the lineup competitively for its domestic debut, setting the ILUMA Prime i at ¥9,980 ($67.50), the standard ILUMA i at ¥6,980 ($47), and the ILUMA i One at ¥3,980 ($27). The accessible price points reflect the intense competition for consumer acquisition and retention within the Japanese heated tobacco market.
February 2024: Altria Outlines Long-Term Heated Tobacco Strategy and Product Pipeline at CAGNY 2024
Altria Group outlined its strategic vision and product pipeline for the heated tobacco market during its presentation at the Consumer Analyst Group of New York (CAGNY) Conference. The company estimates that heated tobacco will ultimately represent approximately 5% of the U.S. nicotine market over the long term, taking a more conservative outlook compared to Philip Morris International’s stated goal of capturing 10% of the U.S. cigarette market within five years of launching IQOS ILUMA.
Key to Altria’s domestic strategy is its joint venture with Japan Tobacco to commercialize the Ploom device platform. Altria expects to submit a Premarket Tobacco Product Application (PMTA) for Ploom in the first half of 2025, followed by a Modified Risk Tobacco Product (MRTP) filing later that year. Altria believes pairing the device with Marlboro-branded heatsticks will offer an approachable and familiar proposition to adult smokers hesitant to transition to heated tobacco.
In addition to traditional heatsticks, Altria showcased SWIC, a novel heated tobacco capsule product aimed at adult smokers seeking innovative alternatives that lack the visual cues of traditional cigarettes. Consumer home-use testing revealed that SWIC’s nicotine satisfaction and product design outperformed both IQOS 3 and glo. Altria intends to test SWIC in select international markets using a commercial strategy modeled after its on! PLUS oral pouch rollout.
January 2024: British American Tobacco Launches Upgraded ‘glo Hyper Pro’ to Reverse Category Share Losses
British American Tobacco (BAT) has officially launched the glo Hyper Pro, the latest iteration of its flagship heated tobacco device, as part of a targeted effort to strengthen its next-generation product lineup and regain category momentum in key international markets.
The lightweight, pocket-sized device incorporates BAT’s new HeatBoost technology, engineered to provide enhanced taste satisfaction compared to the glo Hyper X2 in Standard mode. It also introduces an EasyView screen to display real-time performance settings and device information. Functional upgrades include an accelerated charging time of approximately 90 minutes – down from 210 minutes for the Hyper X2 and 120 minutes for the Hyper Air – with a fully charged battery supporting up to 20 total sessions.
The glo Hyper Pro is initially rolling out in Japan, Italy, and Poland, with additional market launches scheduled throughout 2024 across the global glo footprint, which currently spans more than 20 markets. The hardware upgrade follows BAT’s reported muted growth in the heated tobacco category during the first half of 2023, driven by market share losses in major competitive hubs including Japan, Italy, and South Korea. BAT aims to leverage the enhanced platform to stem those share declines and shore up its global competitiveness.
November 2023: Imperial Brands Launches ‘iSenzia’ Tobacco-Free Herbal Heatsticks for Pulze 2.0
Imperial Brands has expanded its heated tobacco lineup with the launch of iSenzia, a new range of flavored, tobacco-free heatsticks designed for use with its Pulze 2.0 device platform. The move follows similar non-tobacco product introductions across the sector, including British American Tobacco’s veo for glo and Philip Morris International’s Levia for IQOS ILUMA.
Categorized as herbal-tea-based nicotine consumables, iSenzia sticks are crafted without traditional tobacco leaves and are debuting in five flavor options: Peach, Watermelon, Forest Berry, Lemon, and Menthol. The new line allows Imperial to offer diverse flavor choices within expanding next-generation product categories.
The product range is initially rolling out in Czechia, where iSenzia retails at 105 Kč (€4.30) per pack. To support the market entry and encourage trial among adult consumers, Imperial is launching the line alongside an introductory “buy 10, pay for 7” promotional offer.
October 2023: Japan Tobacco Prepares Japanese Launch of Upgraded ‘Ploom X Advanced’
Japan Tobacco Inc. has announced the upcoming domestic market launch of Ploom X Advanced, an upgraded version of its flagship heated tobacco device. The new platform will be available for online pre-sales starting October 31, 2023, ahead of a nationwide retail rollout across convenience stores and specialty tobacco shops on November 21, 2023.
The Ploom X Advanced introduces key functional and thermal upgrades, most notably JT’s “Power Heatflow” technology. By reaching temperatures of up to 320°C and maintaining optimal heat control throughout the session, the system delivers a consistent tobacco taste profile from the initial puff to the final draw. The device also adds an automatic heating feature that initiates the heating process upon stick insertion.
Maintaining a compact design, the device delivers approximately 20 sessions per single charge and features faster charging, reaching a full charge in 90 minutes. JT has set the recommended retail price at ¥1,980 (approximately $13.30). With the launch of the new model, sales of the original Ploom X will be formally discontinued in Japan after November 20, 2023.
October 2023: British American Tobacco Expands ‘veo’ Herbal Heatstick Rollout Across Key European Markets
British American Tobacco (BAT) is accelerating the European expansion of “veo,” its new line of tobacco-free heatsticks designed for its glo device platform. Following an initial rollout in the Czech Republic, the product launched in Germany in September and has now officially expanded into Italy.
Unlike traditional consumables, veo sticks are made from a reconstituted rooibos leaf substrate – a plant commonly consumed as a caffeine-free herbal tea – that is infused with high-purity nicotine and flavorings during production. BAT is introducing the herbal line as a regulatory-compliant replacement for its flavored “neo” sticks, which are being removed from EU markets to comply with the European Union’s ban on flavored heated tobacco products.
Pricing for veo varies by market, retailing at €5.80 per pack in Germany, 95 Kč (approximately €3.88) in Czechia, and €3.80 in Italy. The competitive pricing in Italy underscores BAT’s efforts to defend its footprint in Europe’s largest heated tobacco market, where glo’s category market share declined to 12.3% in the first half of the year down from 14.5% in full-year 2022.
September 2023: Philip Morris International Unveils New Consumable Lines and Highlights IQOS Iluma Performance at Investor Day
At its 2023 Investor Day, Philip Morris International (PMI) introduced two new heated tobacco consumable lines for its IQOS platform while confirming strong global performance metrics for its flagship IQOS Iluma system.
The company announced Levia, a novel nicotine-containing consumable made without tobacco leaves, designed exclusively for the IQOS Iluma. Alongside Levia, PMI unveiled Terea Crafted, a line featuring tobacco enhanced with natural botanicals – such as rosemary, menthol, star anise, and clove – to deliver flavored options without artificial additives. Both products hold strategic significance for PMI’s regulatory and commercial expansion. Levia’s non-tobacco substrate may help reduce tax burdens and navigate flavor restrictions applied to traditional tobacco products, while Terea Crafted allows PMI to offer flavored options under synthetic flavor bans and addresses key market demand in regions such as Indonesia through its clove variant.
During the event, PMI also confirmed that the IQOS Iluma system continues to drive double-digit market share growth across its launch markets. The company reported that the platform has significantly improved Net Promoter Scores and consumer conversion rates while achieving higher product reliability, leading to lower customer complaint rates and reduced service costs.
September 2023: JT Launches Upgraded Ploom X Advanced Heated Tobacco Device in UK and Switzerland
Japan Tobacco has officially launched the Ploom X Advanced, an upgraded version of its flagship heated tobacco platform, expanding its rollout to consumers across the United Kingdom and Switzerland. The Ploom X Advanced introduces two core technical enhancements over its predecessor. First, an optimized HeatFlow system delivers higher vapor volume during initial puffs to enhance the immediate flavor delivery. Second, the device features faster charging capabilities, reducing the duration needed for a full charge to under 90 minutes.
In the UK, compatible heat sticks sold under the Evo brand are priced at £4.50 per pack. To support the device’s market debut, JT is introducing a £19 starter bundle featuring the Ploom X Advanced unit alongside two packs of Evo sticks, available online and through select retail channels in the Greater London area.
July 2023: Japan Tobacco Unveils ‘with 2’ Infused Vapor Device in Japan
Japan Tobacco Inc. (JT) has introduced “with 2,” a next-generation infused tobacco vapor device launching under its new dedicated brand, “with.” The product will be available for online pre-sales starting August 7, 2023, followed by a nationwide retail rollout on September 5, 2023. The device utilizes JT’s proprietary infused technology, generating vapor as atomized liquid passes through a capsule containing granulated tobacco. Because the tobacco leaves are not directly heated, the system operates with zero waiting time upon inhalation while producing virtually no tobacco smoke odor.
A major technical feature of the “with 2” is its dual-mode delivery system. Users can select Normal mode, which yields 250 puffs per five capsules, or switch to High mode, which delivers 150 puffs per five capsules while generating 1.3 times more vapor for a more intense flavor experience. The device will launch at a recommended retail price of ¥1,980 ($14), with compatible Mevius brand consumables priced at ¥580 ($4.1) per pack.
February 2023: Imperial Brands Launches Pulze 2.0 Heated Tobacco Device Across Key European Markets
Imperial Brands has officially launched Pulze 2.0, marking the first major upgrade to its flagship heated tobacco device. The release forms a central part of the company’s expanding portfolio of next-generation, smoke-free products. The updated device features a compact all-in-one design engineered for portability and convenience, capable of delivering more than 25 sessions on a single charge. In conjunction with the hardware release, Imperial’s companion iD tobacco sticks are now available in 10 distinct flavor varieties to offer adult consumers broader choice.
Pulze 2.0 is initially rolling out across four key European markets: Italy, Poland, Czechia, and Greece. Imperial plans to expand the device to additional markets across its European heated tobacco footprint throughout the remainder of the year.
November 2022: KT&G Unveils AI-Powered Lil Aible Next-Generation Tobacco Device
KT&G has officially unveiled its next-generation heat-not-burn device series, the Lil Aible (also known as the Lil Able), introducing artificial intelligence capabilities to the tobacco market. The new product line features three integrated Smart AI functions aimed at optimizing user convenience. Preheating AI automatically heats the device to an optimal temperature, Puff AI calculates and tracks the remaining number of puffs, and Charging AI measures precise battery status and percentage levels.
Alongside the base model, KT&G introduced the flagship Lil Aible Premium, which incorporates an OLED touchscreen and connects to a dedicated mobile application. Once synced to a smartphone, the Premium device allows users to receive incoming call alerts and check text messages, calendar schedules, and weather updates directly on its display screen. The launch highlights KT&G’s strategy to merge smart connectivity features with modern heat-not-burn technology.
