BAT to fuse ‘game changer’ on to risk continuum

British American Tobacco is due next week to test a hybrid product that uses tobacco and e-cigarette technology, according to a Reuters News story.

The product, called iFuse, will be sold in a European market where Kent cigarettes are popular.

Kingsley Wheaton, BAT’s managing director of next generation products was quoted as referring to the new product as a “game-changer”.