British American Tobacco - A Better Tomorrow™ Innovation Hub to launch in Italy

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Trieste technology hub

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28 September 2021

A Better Tomorrow™ Innovation Hub to launch in Italy

BAT has today announced the opening of its A Better Tomorrow™ Innovation Hub in Trieste, Italy.

The hub will host a new manufacturing site for BAT’s New Category products, a digital boutique, innovation lab and centre of excellence for digital transformation and digital marketing. It will be dedicated to research, development and production of reduced-risk product*† lines.

The building will be constructed to minimise its environmental impact with the objective of being carbon neutral, with a particular focus on energy efficiency and the use of renewable sources. The facility will also produce energy using a “photovoltaic” system which converts light into electricity using semiconducting materials.

Through this project, which involves a total investment of up to EUR500 million over the next five years, BAT is emphasising its commitment to its transformation strategy, as well as the importance of Italy to its business. The hub represents another step towards building A Better Tomorrow™ and delivering a greener, more sustainable future for all stakeholders.

Multiple production lines are anticipated to be developed on an area of 20,000m2, for European and global export of BAT's reduced-risk*† products - Vuse (vapour), Velo (modern oral) and glo (tobacco heating products). This product portfolio, underpinned by world-class science, demonstrates our commitment to tobacco harm reduction.

Kingsley Wheaton, Chief Marketing Officer, says: “The innovation hub in Trieste will play a key role in our A Better Tomorrow transformation as we strive to reduce the health impact of our business. Our goal is to create new products, backed by science, that provide adult smokers with enjoyable, less risky alternatives*†.”

He added: “As consumer preferences and technology evolve rapidly, we rely heavily on our growing global network of advanced manufacturing hubs, innovation super centres and world-class R&D facilities.

“Today’s announcement is another step in an exciting journey that will see us become an even more positive and differentiating force in Italy.”

Trieste, in north east Italy, was the "European City of Science 2020" and was chosen as the location for the hub as it is already a globally recognised centre of excellence in research and science.

Roberta Palazzetti, President and CEO of BAT Italy and Area Director for Southern Europe, said: “We are proud to announce the opening of our A Better Tomorrow Innovation Hub, a fundamental part of our transformation goals to reduce the health impact of our business. As a leading centre for innovation, Trieste in Italy has been chosen as the home of the project, which demonstrates the capabilities of our country.”

The works for the construction of the structure will begin in mid-November: with the first module scheduled to be completed and activated in May.

* 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 US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to Food and Drug Administration (FDA) regulation and no reduced-risk claims will be made as to these products without FDA clearance.