We are a global consumer-focused business with a distinctive challenger role in the transforming tobacco and nicotine industry


brands at retail

Our differentiated brands

Our strategy is driving a more consistent performance from our portfolio of combustible products – international and local cigarettes, fine cut and other tobacco brands that are sold in around 120 markets worldwide.

In turn, focused reinvestment means we are building scale in smoke-free alternatives. Our innovative range of vape, heated system and modern oral brands are now available in more than 20 markets.


Our purpose and vision


The part we are playing in the global transition to a new generation of nicotine products is underpinned by our purpose and our vision.

our purpose and vision

Our Purpose

Forging a path to a healthier future for moments of relaxation and pleasure

We want to see a healthier future both for our adult consumers and the planet we all share. That’s why we are creating a compelling range of potentially less harmful products that provide moments of relaxation and pleasure. And that’s also why we are on a path to becoming fully Net Zero by 2040.

Our Vision

To build a strong challenger business powered by responsibility, focus and choice

Becoming a stronger challenger is about having the best understanding of our consumers and their choices. It is about having simple and efficient operations that enable us to be agile. And it’s about building a culture where our people can perform their best work.



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