BAT has already invested in Romania, since 1997, nearly EUR 250 million.

Romania is one of the 12 countries where British American Tobacco has launched these next generation products, together with Great Britain, France, Germany, Italy and Japan. 
BAT is the largest manufacturer of vaping products worldwide, except for the United States.

By the end of this year, the company is planning to expand to eight new markets.

The glo iFuse products were firstly launched in Romania, as the country is considered a key-market for the company.

The global market of these alternative smoking products doubled in the last three years, as more and more consumers gave up the traditional cigarettes. 
BAT has invested nearly one billion Euros in research and development as a response to this market request.

A market research from 2017 made by Ernst & Young for British American Tobacco shows that the value of the global market for the new generation products has increased with 800 pct. since 2010, reaching 7.1 billion dollars. The same research also estimates that the market will reach 14 billion dollars by 2020. (source: economica.net)