British American Tobacco - Reduced-risk products*†

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Reduced-risk products*†

We’re evolving our portfolio with a wider choice of products

Our growing range of reduced-risk*† products includes our vapour, tobacco heating products, and modern and traditional oral products, which include oral tobacco and nicotine products.

It is widely acknowledged that most of the harm associated with conventional cigarettes is caused by the toxicants in the smoke produced by the burning of tobacco.

That is why we are dedicated to the development and commercialisation of alternative tobacco and nicotine products that don’t burn tobacco to deliver nicotine to the user and offer smokers an enjoyable, reduced risk alternative.

Our portfolio of non-combustible, reduced-risk products (RRPs) currently comprises three categories of products*†:

  • Vapour products
  • Tobacco heating products (THP)
  • Modern oral products, including tobacco-free nicotine pouches.
    It also includes traditional oral products, including moist snuff and snus.

We’re setting ourselves ambitious targets: we aim to grow our annual revenue from new categories to £5 billion by 2025 and to have 50 million consumers using our non-combustible products by 2030.

Vapour products

Vapour productVapour products are battery-powered devices that heat liquid formulations – e-liquids – to create a vapour which is inhaled. Most e-liquids contain water, propylene glycol and glycerol, flavourings and nicotine, although some e-liquids don’t contain any nicotine. The products contain no tobacco and no combustion takes place.

Under our flagship global Vuse brand, our vapour products play a major role in providing smokers with a reduced risk*† alternative to cigarettes. We will continue to invest and innovate to deliver even greater choice and satisfaction for our consumers

Revenue from our vapour products was up 52% in 2021, with our global brand, Vuse, now the leading global vapour brand by value share.

Key highlights:

  • Vuse first global vapour brand independently verified by Vertis as carbon neutral1 in May 2021.
  • 30 markets - where our vapour products are available
  • 81 peer-reviewed studies by our scientists published to date on vaping products
  • 80 chemistry tests carried out on our Vuse vapour products

Find out more about Vapour products.

Tobacco heating products

Tobacco heating productTobacco Heating Products (THPs) are devices that heat tobacco to generate an aerosol. Our flagship THP brand, glo, comprises an electronic handheld device that contains a lithium-ion battery which powers a heating chamber. A specially designed rod containing homogenised tobacco, called a Neostik, is then inserted into the device.

Driven by the innovative glo hyper model in Japan and across our Europe and North Africa (ENA) region, total consumable volume grew 79% to 19.1 billion sticks in 2021.

Key highlights

  • 25 markets where our THPs are available
  • 75 peer-reviewed studies by our scientists published to date on the scientific evidence for THPs
  • 90–95% fewer toxicants in glo aerosol, compared to cigarette smoke2

Find out more about Tobacco heating products.

Modern and traditional oral products

Modern oral productUnder our Velo brand, our modern oral pouches contain high purity nicotine, water and other high-quality ingredients. Modern oral products represent an exciting opportunity to offer a device-free alternative to adult smokers.

Key highlights

  • 23 markets where our modern oral products are available
  • 71% volume growth in modern oral products in 2021
  • 19 peer-reviewed studies by our scientists published to date on the scientific evidence for oral products

Find out more about Modern and traditional oral products.

Product pipeline

We’re making good progress, but this is just the beginning. Our research and development, led by many hundreds of scientists across the world, is creating an exciting pipeline of reduced-risk products.

* 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.
1 This product is not risk free and contains nicotine, an addictive substance. Comparison of smoke from a scientific standard reference cigarette (approximately 9 mg tar) and emissions from glo, in terms of the average of the nine harmful components the World Health Organization recommends to reduce in cigarette smoke
2 This product is not risk free and contains nicotine, an addictive substance. Comparison of smoke from a scientific standard reference cigarette (approximately 9 mg tar) and emissions from glo, in terms of the average of the nine harmful components the World Health Organization recommends to reduce in cigarette smoke.

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