About Omni™
A refined purpose:
The best choice any adult smoker can make will always be quitting combustible tobacco products completely.
For the last few years our aim has been to build A Better Tomorrow™. This has meant working to reduce the health impact of our business by offering adult consumers a greater choice of enjoyable and reduced-risk*† products compared to cigarettes.
Now is the time to take a step forward.
The Omni™ is a summary of BAT’s progress on our journey to A Better Tomorrow™ by Building a Smokeless World.
A smokeless world built on Smokeless Products where, ultimately, cigarettes have become a thing of the past.
A world where smokers, who would otherwise continue to smoke, have migrated from cigarettes to smokeless alternatives.
A world where Tobacco Harm Reduction is both understood and accepted.
A world where smokers make a switch to better.
We believe that through knowledge sharing we can build that world, which is why we created the Omni™, a resource intended for scientists, public health authorities, regulators, policy makers, and investors.
The Omni™ is intended to be a compendium of information that underpins our corporate and scientific strategy and offers insights into the work being done at BAT to create A Better Tomorrow™. Across nine chapters, it addresses the Big Questions facing us, provides an overview of the science supporting our Smokeless Products, and offers a summary of the global Tobacco Harm Reduction evidence base created over the last decade.
What is our vision for the Omni™?
Given the significant public health opportunity presented by Tobacco Harm Reduction, it is our hope that the Omni™ will spur a dialogue with stakeholders— scientists, public health authorities, regulators, policy makers, and investors— and across the wider scientific and regulatory ecosystem related to tobacco and nicotine products. We welcome such an exchange of views and encourage dialogue, which would enable us to learn from one another and accelerate the adoption of effective Tobacco Harm Reduction regulatory strategies and frameworks.
We recognise that some stakeholders may be sceptical of our motivations and actions. The Omni™ is not intended to be a panacea. However, it is our hope that our commitment to science, to open engagement with stakeholders, and continued investment in innovation will enable us to connect and carry on these important conversations.
How to use the Omni™
The Omni™ is organised as a collection of materials and is structured to enable interested readers to visit the sections of the Omni™ in any order they wish, to learn more about Tobacco Harm Reduction, and to understand BAT's journey.
What is BAT’s strategy?
Our strategic aim is to actively migrate adult smokers, who would otherwise continue to smoke, from cigarettes to Smokeless Products and to Build a Smokeless World. We know that combustible products pose serious health risks. The only way to avoid those risks is to not start or to quit smoking. That’s why we are changing: creating new products, backed by science, that provide adult smokers with smokeless alternatives.
We are committed to delivering long-term, multi-stakeholder value and aim to become a predominantly smokeless business by 2035. We will do so by actively encouraging adult smokers to switch to smokeless alternatives – in essence, to ‘Switch to Better.’
To enable this, our strategy is built around the three pillars of priorities:
- Quality Growth
- Sustainable Future
- Dynamic Business
Building a Sustainable Future is about seeking to actively migrate adult smokers, who would otherwise continue to smoke, away from cigarettes and to Smokeless Products sustainably, responsibly and with integrity.
Science will continue to be a primary driver of our efforts, supported by more active external engagement with regulators and other key stakeholders.
We further commit to Build a Smokeless World by investing in the science and products needed to make A Better Tomorrow™.
Our ambition remains to have 50 million consumers# of our Smokeless Products by 2030 and to accelerate the growth of our Smokeless Products reaching at least 50% of our revenues by 2035.
Challenges
Over the past decade, we have transformed our business and made significant progress on our goals. However, Building a Smokeless World is not without its roadblocks.
These are among the key challenges we face in moving to a Smokeless World:
- Rejection of Tobacco Harm Reduction by key regulatory bodies and non-governmental organisations
- Markets that prevent the sale of Smokeless Products
- Onerous regulatory frameworks that hinder innovation
- Scepticism toward industry research
- Widespread misperceptions about nicotine and the risk profile of Smokeless Products when compared to cigarettes
As detailed in the Omni™, we will continue our efforts on the journey to A Better Tomorrow™ through open and constructive dialogue with our stakeholders, working towards global regulatory frameworks that support the principles of Tobacco Harm Reduction and the availability of Smokeless Products to which adult smokers can switch.
We are proud of the Omni™, though it is simply the most recent manifestation of our ongoing commitment to Build a Smokeless World. We hope you will join us in the conversation.
This publication contains certain statements referring to Smokeless Products being less risky than conventional cigarettes. These statements are often, but not always, made through the use of phrases such as “reduced risk”, “lower risk”, “less risky”, “lower profile of risk”, "lower risk profile", "reduced risk potential", “reduced harm potential” and similar expressions. These statements are made based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive. Our products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
Smoking Cessation
For the purpose of the Omni™, references to BAT's Smokeless Products do not include smoking cessation devices or other products licensed for Nicotine Replacement Therapy. BAT's Smokeless Products are not smoking cessation devices and are not marketed for that purpose.
Underage
A person younger than 18 years old, or, if higher, younger than the minimum age in the relevant market for the lawful sale, purchase, possession, or consumption of the type of products being sold or advertised.
Audience
The material in this publication is provided to scientists, public health authorities, regulators, policy makers, and investors only and is not intended for general consumers. BAT, its directors, officers, employees, agents or advisers do not accept or assume responsibility to any other person to whom this material is shown or into whose hands it may come and any such responsibility or liability is expressly disclaimed.
Unless stated to the contrary, all figures relating to BAT's performance have been taken from the 2023 Combined Annual and Sustainability Report.
The material in the Omni™ is not provided for product advertising, promotional or marketing purposes. This material does not constitute and should not be construed as constituting an offer to sell, or a solicitation of an offer to buy, any of our products. Our products are sold only in compliance with the laws of the particular jurisdictions in which they are sold.
The information contained in the Omni™ in relation to British American Tobacco p.l.c. (“BAT”) and its subsidiaries has been prepared solely for use in the Omni™. The Omni™ is not directed to, or intended for distribution to or use by, any person or entity that is a citizen or resident or located in any jurisdiction where such distribution, publication, availability or use would be contrary to law or regulation or which would require any registration or licensing within such jurisdiction.
References in this publication to 'British American Tobacco', 'BAT', 'Group', 'we', 'us', and 'our' when denoting opinion refer to British American Tobacco p.l.c. and when denoting business activity refer to British American Tobacco p.l.c. and its subsidiaries, collectively or individually as the case may be, as well as in some circumstances those who work for them. When denoting business activity these collective expressions are used for ease of reference only and do not imply any other relationship between British American Tobacco p.l.c. and its subsidiaries. The companies in which British American Tobacco p.l.c. directly and indirectly has an interest are separate and distinct legal entities.
This publication contains forward-looking statements. For our full cautionary statement, please click here.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
# The number of consumers of Smokeless Products is defined as the estimated number of Legal Age (minimum 18 years) consumers of the Group’s Smokeless Products - which does not necessarily mean these consumers are solus consumers of these products. In markets where regular consumer tracking is in place, this estimate is obtained from adult consumer tracking studies conducted by third parties (including Kantar). In markets where regular consumer tracking is not in place, the number of consumers of Smokeless Products is derived from volume sales of consumables and devices in such markets, using consumption patterns obtained from other similar markets with adult consumer tracking (utilising studies conducted by third parties, including Kantar).
Exclusive access to the Omni™
Join the journey to A Better Tomorrow™ and be a part of the conversation. Sign up now for exclusive access to the Omni™ and its future updates. This will not grant us permission to contact you for marketing purposes.
