Croatia is Centre of British American Tobacco’s Adria Region

Lauren Simmonds

The Republic of Croatia has become the centre of BAT’s Adria region, making the country among the first in the region to have the new ”Glo” technology released onto its market.

As Poslovni Dnevnik writes on the 7th of September, 2018, British American Tobacco (BAT) will have invested a massive 45 million euro into Croatia by the end of this year, as was highlighted on Thursday at the BAT press conference, which featured a tobacco warming device – ”glo” which is now available on the Croatian market.

Glo is a product that brings with it that old, familiar smoking experience, but without the threat of combustion, it is also potentially less harmful than classic cigarettes are, according to claims by BAT, noting that the development of the device went on for four entire years, and more than a hundred experts from five continents participated in its creation.

As stated, Croatia has become the centre of the BAT Adria region and is one of the first markets within the wider region on which ”Glo” has been launched.

Based on the data presented, BAT has invested heavily in research and development, and since 2012, it has invested more than 2.5 billion dollars into the development of ”new generation” products.

The launch of this particular new generation device is part of BAT’s efforts to become the leader in the transformation of the global tobacco business with the aim of continuous product development which is embodied by reduced risk(s).

BAT’s Chief Technology Officer Chris Proctor stated that this new device can offer a potentially less risky alternative to smoking. “Although long-term research needs to be conducted, the results of recent studies suggest that there is a potentially less harmful effect when compared to smoking cigarettes,” he said.

Glo has entered onto the market with ”neo sticks” tobacco inserts/implants specially made for use with this device, and these brand new, innovative products are currently available on nine markets, including here in Croatia.

BAT took over TDR back in September 2015, and by the end of this year, its investments in Croatia will stand at a huge 45 million euro, as they say from the company.

According to data released last year, ten billion cigarettes were produced at Kanfanar’s factory, this year, 12.5 billion cigarettes are planned, representing a 50-percent increase in overall volume when compared to the volume before BAT’s takeover at TDR. The products from the Kanfanar factory are exported to 25 European Union member states.

Zagreb is the centre of the BAT Adria region, which embraces eight other countries, and employs 1,700 people in the Republic of Croatia.


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