Our transformation

Our brands

We’re in the most dynamic period of change our industry has ever known. Advances in technology, changes in the way in which society sees smoking and public health awareness are all combining to create a unique opportunity to transform tobacco – and we are absolutely committed to leading this transformation.

Let’s look at how we aim to do this. Today, it is widely accepted that most of the harm associated with smoking is caused by inhaling the toxicants in the smoke produced by the burning of tobacco.

That is why we are dedicated to developing a portfolio of potentially reduced-risk products that provide the enjoyment of smoking, but without burning tobacco.

Consumer tastes are fragmenting and evolving. It is only by making available a choice of products that we can address the varied preferences of our consumers.

Our range of industry-leading potentially reduced-risk products includes vapour and tobacco heating products, modern oral products, including tobacco-free nicotine pouches, as well as traditional oral products such as snus and moist snuff.

We want to make sure that these high-quality, innovative products are as widely available as possible. By doing this, we believe many millions of smokers could decide to switch.

This could lead to a triple-win scenario. Our consumers will have a range of potentially reduced-risk products, society could benefit from real progress in tobacco harm reduction and our shareholders will own an even more sustainable business.

For more information on our potentially reduced-risk products in Belgium: www.govype.be 
For more information on harm reduction: www.bat-science.com