Reduced-risk alternatives

The foundation of our success is in combustibles (cigarettes). However, we recognize that consumer preferences and demands are changing.

We now have a clear purpose: to build A Better Tomorrow™ by reducing the health impact of our business, and accelerating our transformation journey for all our stakeholders, building a long-term sustainable business in the process.

This entails:

  • Committing to providing adult consumers with a wide range of enjoyable and less risky products
  •  Continuing to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit
  • Encouraging those who otherwise continue to smoke, to switch completely to scientifically substantiated, reduced-risk, non-combustible alternatives*†
    • 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.
  • Tracking and sharing progress of our transformation.

The objective is very clear: more choice, more innovation, less risk. It is well known that inhaling the smoke produced by burning is the greatest risk in tobacco use. For this reason, our global partner BAT strives to develop and market a portfolio of potentially risk-reduced products that enable consumption without burning tobacco.

BAT has set an ambitious target: to have 50 million consumers using our non-combustible products by 2030.

Our future portfolio will reflect our commitment to meeting the preferences of today's adult smokers, while transforming tobacco by adapting to consumer and market changes with innovative tobacco and nicotine products.

Learn more about our reduced-risk, non-combustible alternatives here .

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