Our Strategy
The World Health Organization (WHO) estimates that cigarette smoking causes over eight million deaths annually. Yet, more than one billion people continue to smoke[2].
Tobacco Harm Reduction (THR) is consistent with offering adult smokers, who would otherwise continue to smoke, reduced risk*† tobacco and nicotine products.
Our purpose: Creating A Better Tomorrow™.
Our vision: Building a Smokeless World.
Our mission: Reducing the health impact of our business by encouraging adult smokers, who would otherwise continue to smoke, to switch to better Smokeless Products.
Kingsley Wheaton
Chief Corporate Officer
Our Smokeless Products are now available in more than 75 markets, as we drive towards two clear ambitions; reaching 50 million adult consumers# by 2030 and generating at least half of our revenue from Smokeless Products by 2035[3].
Put simply, our strategy is to Build a Smokeless World. We believe the fastest and most effective way to achieve this is through Tobacco Harm Reduction (THR).
The weight of evidence is powerful. Countries like Sweden, the UK and the U.S. show how effective THR can be when it is embraced. When innovation and science meet proportionate regulation and enforcement, smoking rates fall faster[4].
We believe Smokeless Products have a vital role to play, offering adult smokers, who would otherwise continue to smoke, with the option to switch completely to smokeless alternatives. This fulfils a core part of the THR equation, unlocking significant public health benefits while supporting a sustainable, commercial future.
Three strategic pillars underpin our strategy for Building a Smokeless World, providing a roadmap for us to deliver our vision.
With sharp focus and growing momentum, our priorities are clear – advancing THR globally, driving sustainable growth and creating A Better Tomorrow™.
Our Strategic Pillars and Nine Underpinning Initiatives Strategy
Quality Growth
Inspiring Smokeless Product Innovations and Brands
A portfolio of Smokeless Products (Heated Products, Vapour Products, Oral Tobacco Products and Oral Nicotine Pouches) which we aim to comprise at least 50% of our global revenues by 2035
Managed Combustible Transition
Funding the transition while managing our commercial reliance on cigarettes to less than 50% of our global revenues by 2035
Beyond Nicotine Foundations
Prudently developing new sources of business through state-of-the-art science and technology
Sustainable Future
Tobacco Harm Reduction Acceptance
Communication and education with a broad range of stakeholders that nicotine is not carcinogenic and is not the primary cause of smoking-related disease[5], and that using Smokeless Products has a lower risk*† profile than smoking
Shaping the Landscape
Creation of global regulatory frameworks that enable adult smokers to access consumer relevant Smokeless Products while preventing underage access
Leading in Sustainability and Integrity
Building sustainability for our company
Dynamic Business
Exciting, Winning Company
Creating an aspirational and engaged organisation, representative of the diverse nature of our global community
Operational Excellence
Allocating our resources in the most efficient manner to deliver a business with at least 50% revenue from Smokeless Products
Capital Effectiveness
Delivery of the global commercial plan
Footnotes
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Products 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.
# Adult smokers are adult consumers who smoke daily. Adult smokeless product consumers are adult consumers who use any smokeless product category at least on a weekly basis. BAT smokeless product consumers are defined as adults who consume Vapour, Heating Products, Modern Oral pouches or Traditional Oral pouches at least on a weekly basis. For cross-manufacturer estimates, the smokeless products category excludes Traditional Oral pouches. For full definitions, please refer to the cautionary statement.
References
A full list of references for this page can be found in the section 11. References.
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