British American Tobacco - Our transformation journey

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Our transformation journey

Our transformation journey

Building A Better Tomorrow™

We are transforming. New opportunities are emerging to capture consumer moments, and to satisfy changing consumer preferences.

Meeting consumer needs

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

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.

Alongside our traditional combustible tobacco products, which have, over time, become limited by societal and regulatory shifts, we have a broad portfolio of non-combustible products. This includes reduced-risk*† alternatives such as Vapour products, Tobacco Heating Products and Modern Oral nicotine pouches.

Our ambition is to continue expanding our portfolio with a wider range of enjoyable and less risky*† products that allow us to capture consumer moments previously associated with tobacco use, while reducing harm and satisfying 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

We made great progress on our strategic targets in 2022.

As part of our growth strategy, New Category revenue grew 41% and we now have a total of 22.5 million consumers of our Non-Combustible products (up 4.2 million).

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.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.

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