British American Tobacco Benelux - Shaping the future

Our business is on a transformation journey.

We have evolved our strategy to put a sharper focus on our New Categories of products, fuelled by investment from the continued delivery of our traditional tobacco business.

Our clear purpose to build A Better Tomorrow™ by reducing the health impact of our business 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 alternatives*†,
• Tracking and sharing progress of our transformation.

Our ambition is to continue expanding our portfolio with a wider range of enjoyable and less risky products that allow us to capture the consumer moments previously associated with tobacco use, reduce harm and satisfy evolving consumer desires.

We are encouraged by and proud of the progress we are making. And we are excited about what the future has in store as we continue to accelerate the transformation of our business.

We're investing billions in R&D, rolling out new products to new markets and transforming ourselves as part of our purpose to build A Better Tomorrow™.

We've been on this journey for several years. We set an ambition to satisfy consumer moments in tobacco and beyond back in 2012 and launched our first vapour product not long after.

We have become a multi-category tobacco and nicotine products business w ith our New Categories embedded into the heart of our company, alongside our cigarette operations.