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BAT launches cutting-edge tobacco-free veo™ range

6 October 2023

BAT Romania announces launch of a cutting-edge tobacco-free product compatible with glo
veo™ is a further step in providing adult nicotine users and smokers with the widest range of reduced-risk* products
The result is a product that offers a satisfying experience which is tobacco and combustion free
Romania is among the first markets to launch this innovation

October 6th, 2023 – BAT Romania has announced the launch of its first ever tobacco-free heated product under the global brand veo™. Compatible with the glo heating device, this innovative new product offers adult nicotine users and smokers an alternative to cigarettes which is tobacco and combustion free.

veo™ uses Rooibos – a plant commonly consumed as a caffeine-free herbal infusion – as its base, offering consumers an alternative to smoking without the tobacco.

Dr James Murphy, Director, Research and Science, BAT said: “In ten years, we have moved from selling a single category to building a truly multi-category portfolio. Some of these products are tobacco-based, some of them are not, but all of them have one thing in common: no combustion. Connecting insights to remarkable innovations, veo™ is a further step in our A Better Tomorrow journey, providing adult nicotine users and smokers with the widest range of reduced-risk* products.”

veo™ sticks are made of a reconstituted Rooibos sheet, which is infused with high-purity grade nicotine and flavours during the manufacturing process.

When heated, Rooibos has a subtle earthy flavour. The result is a product that offers a satisfying experience which is tobacco and combustion free.

veo™ is available in Romania from September 11th.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.