How we innovate

Our refocused innovation work is built on a forensic understanding of our consumers and a sharp definition of our brands.

Here, our researchers and product development teams interact together closer than ever before to get into the mind of consumers and make sense of what they want.

Our innovation centres

• Liverpool, which focuses on vape and modern oral
• Hamburg, focusing on heated products and combustibles 
• Shenzhen, which gives us closer relationships with our Chinese partners

At these sites we work fast to create initial concepts – sometimes in a matter of a few hours – and then we get these design ideas back into the hands of those consumers.

This collaborative, test-and-learn way of working continues as we move to functioning prototype and then prototype to full production. 

Working with third parties

As the challenger in our sector, we know we can’t innovate alone. For us, creating a healthier future is a team effort which involves trusted third-party partners.

Consumer feedback is provided immediately to our partners – and this helps them contribute rapidly and more actively to product development.

Responsible innovation

We also embed our science teams in the innovation process.

This ensures we innovate safely, responsibly and with a clear eye to our contribution to tobacco harm reduction.

Our approach is about making fewer, better innovations built around deep consumer insights.

We have already seen product cycles come down from more than a year to a handful of months, and we now offer much greater choice to consumers.