British American Tobacco Benelux - A Better Tomorrow

Our Approach at a Glance

Building A Better Tomorrow™ is at the core of our Group strategy, and we aim to generate an increasingly greater proportion of our revenues from products other than cigarettes, thereby reducing the health impact of our business.

• We are committed to providing adult consumers with a wide range of enjoyable and less risky products.
• We continue 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.
• We encourage those who otherwise continue to smoke to switch completely to scientifically substantiated reduced-risk alternatives.
• We will track and share progress of our transformation.

We believe there are three key enablers to make this a reality: enabling consumer choice, substantiating the reduced-risk profile of New Category products through world-class science and responsible regulation.

Our purpose and strategy

Our purpose is clear: to build A Better Tomorrow™. We will do this by reducing the health impact of our business.

By working together to achieve this purpose, we will deliver sustainable value for all our stakeholders.

Our video below explains more about our A Better Tomorrow™ transformation.