Our purpose and strategy

BAT's goal is to create a Better Tomorrow by reducing the impact of our business on consumer health and providing them with a wide range of new reduced risk products.

The new strategy emphasizes three key priorities for BAT

Increasing market share in traditional cigarette categories in monetary terms. Making breakthroughs in New categories. Simplifying our organizational structure.

As we continue to become a stronger, simpler and faster organization, we are announcing:

We strive to meet evolving consumer preferences and ensure the leadership of our key brand portfolio, we are committed to saving £1 billion over the next three years through our long-term simplification project. These savings will be reinvested in the development of new product categories. We will establish open innovation centers to accelerate the development of new products, including nicotine-free alternatives.