British American Tobacco (BAT) has announced that it will be creating three global brands to boost the growth of its New Category business, according to a company press release.

BAT is focussing on creating fewer, stronger and more trusted brands that will be able to compete on an international level. The New Category product portfolio will include VUSE for vapour products; VELO for modern oral products and glo for tobacco heating products, the press release states. VUSE has already been launched in the US and will feature on McLaren F1 cars at the Abu Dhabi Grand Prix for the first time outside of the US.
British American Tobacco launched its first e-cigarette in the UK in 2013 and now offers its range of products in more than 40 countries worldwide. The company has since invested over USD 4 billion in the development, manufacture and commercialisation of its products.
BAT’s Chief Marketing Officer, Kingsley Wheaton, said “We are at a very exciting stage of our New Category journey. Central to our leading role is continuing to develop remarkable products and trusted brands, whilst driving global awareness of them. The move to VUSE, VELO and glo is yet another exciting milestone in our New Category journey. We remain committed to accelerating the transformation of our industry and the growth of our brands.”