British American Tobacco, the world's No. 2 cigarette maker, will test a hybrid product that uses tobacco and e-cigarette technology next week in an unspecified European market, a senior executive said on Wednesday.

The product, called iFuse, will make use of the company's Kent brand, and be sold in a market where Kent cigarettes are popular. Executives declined to say which market that will be.

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The first of its kind, iFuse is a "game-changer," according to Kingsley Wheaton, BAT's managing director of "next generation products".