From leading cigarette brands to new categories of potentially reduced-risk products
Our portfolio reflects our commitment to build A Better Tomorrow by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers.
For decades, we built our business on meeting the preferences of adult smokers with leading cigarette brands, superior products and market-leading innovations.
However, we recognise the world is changing.
Today we have an evolved strategy that puts a sharper focus on our New Category products, fuelled by investment from the continued delivery of our traditional tobacco business.
Our clear purpose is to build A Better Tomorrow by reducing the health impact of our business.
As such, alongside our traditional cigarette products, our broad portfolio of non-combustible products includes potentially reduced-risk alternatives such as vapour products, tobacco heating products, and modern oral nicotine pouches, as well as traditional oral products such as snus and moist snuff
Our ambition is to have 50 million consumers of our non-combustible products by 2030 and to accelerate the growth of our New Category revenues at a faster rate than our total revenue, reaching £5 billion in 2025.
With our global scale and the strength of our commitment, we are perfectly positioned to capitalise on this ambition: providing adult consumers with more choice, more innovation and potentially less risk.
We believe that by providing a range of high quality, innovative products, many millions of smokers will increasingly make the choice to switch.
With the addition of leading brands in the U.S., following the acquisition of Reynolds American Inc. in July 2017, as well as the growing importance and progress of our potentially reduced-risk products, we have established a portfolio of priority brands – our Strategic Portfolio.
This portfolio reflects our priority to provide consumers with new categories of potentially reduced-risk products, while recognising the continued importance of our conventional cigarette brands to adult smokers and to our business.
In November 2019, we announced that we are creating three global brands for our New Category product portfolio: Vuse for vapour products; Velo for modern oral products and glo for tobacco heating products. This will further accelerate the growth of our New Category business, creating fewer, stronger and more trusted international brands.
We also have many international and local cigarette brands which, although not part of our Strategic Portfolio, remain popular in many countries in which we operate. These brands include Vogue, Viceroy, Kool, Peter Stuyvesant, Craven A, State Express 555 and Shuang Xi.
* Our vapour product Vuse, and oral products Grizzly, Camel Snus, Kodiak and Velo, as sold in the US, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.