BAT Japan Decides to Keep Prices Unchanged for All 38 glo™ Heated Tobacco Stick Brands in April

British American Tobacco Japan Ltd. (Headquarters: Minato-ku, Tokyo, Representative: Mauricio Lara, hereinafter "BAT Japan") has decided to maintain the current retail prices as of April 1, 2026, for all 38 brands of dedicated sticks for the heated tobacco product "glo™ (Guro)": "virto™ (Varuto)", "neo™ (Neo)", "Lucky Strike", and "KENT".

BAT Japan will continue to strive to provide high-quality products that meet the diverse needs of consumers aged 20 and over.

Attached Document: Retail Price List for glo™ (Guro) Heated Tobacco Sticks

About BAT Japan

Company Name: British American Tobacco Japan Ltd. Location: 〒107-6220 Midtown Tower 20F, 9-7-1 Akasaka, Minato-ku, Tokyo Representative: President Mauricio Lara Official Website: https://www.batj.com/

BAT (British American Tobacco) is a global company leading the consumer goods business across multiple categories. Headquartered in London, UK, it employs over 47,000 people.

The company is driving portfolio transformation with a long-term view of sustainability to accelerate the transition to a "smokeless world." Towards this transformation, we aim to increase the number of users of our smokeless products to 50 million by 2030 and generate over 50% of group revenue from smokeless products by 2035. Our smokeless brands are used by over 34.1 million adults worldwide (as of the end of 2025), and many of these users have completely switched from cigarettes or reduced their consumption.

The foundational concept for this transformation is "Tobacco Harm Reduction (THR)." THR refers to providing smokers who are likely to continue smoking with smokeless products that have the potential to reduce risk, as an alternative to combustible products like cigarettes...