Transforming Our Industry
More choice, more innovation, potentially less risk
We have a clear ambition to lead the transformation of our industry by offering adult consumers a range of potentially reduced-risk products.
For decades, we have built our business on successfully meeting the preferences of adult smokers with world-famous cigarette brands, superior blends, and market-leading innovations.
We have been satisfying consumers, delivering shareholder value and creating valued employment for over a century. However, we are entering the most dynamic period of change our industry has ever encountered.
An unprecedented convergence of technology, societal change, and public health awareness has created a unique opportunity: the opportunity to make a substantial leap forward in our long-held ambition to provide our consumers with potentially reduced-risk tobacco and nicotine choices.
We call this ambition Transforming Tobacco and we are fully committed to leading this transformation.