British American Tobacco - New Categories progress in pivotal year

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New Categories progress in pivotal year

New Categories progress in pivotal year

07 December 2021

BAT’s progress in New Categories was highlighted this morning as our Chief Marketing Officer Kingsley Wheaton appeared on UK-based news channel Sky News.

Kingsley was on the Ian King live show following the release of BAT’s 2021 Second Half Pre-Close Trading Update. The update highlighted how BAT is benefitting from a continued strong New Categories performance, which is now a sizeable contributor to group revenue growth.

It showed also how we are making excellent progress towards our £5bn New Categories revenue target by 2025, supported by a clear focus on THP, with consumers of non-combustible products* increasing by 3.6 million in the first nine months of the year. This was more than in all of 2020.

Speaking to Sky News Business Presenter, Ian King, Kingsley said: “We’re really pleased with the announcement we made this morning. We’ve added 3.6+ million consumers – 100,000 a week – to our New Categories consumer base.

“This is all part of our transformation story – encouraging our consumers to switch from combustible products to our New Categories portfolio.”

Click the play button above to watch the interview in full.

*See footnote 1 in BAT’s 2021 Second Half Pre-Close Trading Update for a definition of a ‘non-combustible consumer’

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