British American Tobacco - Building A Better Tomorrow™

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Building A Better Tomorrow™

Our transformation journey

We have a clear purpose to build A Better Tomorrow™ by reducing the health impact of our business.

Meeting consumer needs

Our business is on a transformation journey. Today, we see new opportunities to capture consumer moments which have, over time, become limited by societal and regulatory shifts, and to satisfy evolving consumer preferences.

We have evolved our strategy to put a sharper focus on our New Category products, fuelled by investment from the continued delivery of our traditional tobacco business.

Our strategy is about anticipating and aiming to satisfy the ever-evolving consumer: providing pleasure, reducing risk, offering an increasing choice and stimulating the senses of adult consumers worldwide.

As such, alongside our traditional cigarette products, our broad portfolio of non-combustible products includes 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 continue expanding our portfolio with a wider range of enjoyable and less risky products that allow us to capture the consumer moments previously associated with tobacco use, reduce harm and satisfy evolving consumer desires.

Our approach will deliver A Better Tomorrow™ for our consumers who will have a range of enjoyable and less risky*† choices for every mood and moment; for society through reducing the overall health and environmental impacts of our business; for our employees by creating a dynamic and purposeful place to work; and for our shareholders by delivering sustainable superior returns.

We are encouraged by and proud of the progress we are making. And we are excited about what the future has in store as we continue to accelerate the transformation of our business.

Acting responsibly

As a leading multinational business, we understand our global impact, the importance of high standards of integrity and our evolving societal responsibilities. As a result, we are moving from a business where sustainability has always been important, to one where it is front and centre in all that we do.

  • For our consumers, we want to offer a range of enjoyable and responsibly marketed products in tobacco, nicotine and beyond.
  • For society, we aim to reduce the health and environmental impacts of our business.
  • For our suppliers and customers, we want to raise standards for everyone across our value chain.
  • For our employees, we want to create a dynamic, inspiring and purposeful place for them to work.
  • And for our shareholders, we want to deliver superior and sustainable returns.

Strong foundations for our evolved strategy

Our wide range of capabilities makes us exceptionally well placed for future growth. Few consumer goods companies can claim over 150 million consumer interactions every day; distribution in 11 million points of sale across more than 180 markets; and approaching more than 13.5 consumers of non-combustible tobacco and nicotine products.

We have unique global marketing and distribution reach, a track record of R&D strength and innovation, as well as decades worth of consumer insights and brand building expertise. And in just a few years we have built a New Categories business worth £1.44 billion, providing a vital platform for the future.

* 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 FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
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