Our portfolio reflects our commitment to meeting the preferences of today's adult smokers while building A Better Tomorrow with a choice of potentially reduced-risk products.
Our cigarette business is founded on understanding and meeting the preferences of adult smokers in all parts of the world. Despite the well-known health risks, millions of people worldwide continue to enjoy smoking conventional cigarettes.
We never set out to encourage people to take up smoking cigarettes, or to smoke more. Our cigarette business is based on understanding and meeting the preferences of today’s adult smokers with products that are manufactured to high standards and marketed responsibly.
When the tobacco rod is lit, the user inhales smoke through the filter.
The preferences of adult smokers guide the types and blends of tobaccos that we use in the tobacco rod. We do not add nicotine to our tobacco; it occurs naturally in all varieties of tobacco plants.
Food-type ingredients and flavourings are added to some types of cigarettes – typically American style blends – to balance the natural tobacco taste, replace sugars lost in curing and give individual brands their characteristic tobacco flavour and aroma. Other ingredients may control moisture, protect against microbial degradation and act as binders or fillers.
Filters are traditionally made from cellulose acetate fibres, known as tow. Recent innovations include flavour capsules in filters and tube filters.
The filter, paper and type of filter are all chosen to affect the sensory strength and smoke yield of the cigarette.
Innovations in our cigarette portfolio are an important part of our focus on providing adult smokers with a range of differentiated products to choose from. Innovations, such as new tube filters and capsules in filters that allow the smoker to change the taste of their cigarette, account for more than a third of all the cigarettes we sell.
The reason why cigarettes can be harmful to health is because burning tobacco generates toxicants in the smoke that is produced. Inhaling these smoke toxicants is the cause of most smoking-related diseases. (Read more about this in our page on the primary health issues of smoking ).
In recent years, our Group’s share of the cigarette market has grown consistently, largely driven by our global brands.
They have played a key role in our company’s success, accounting for approximately half of the cigarettes we sell worldwide.
Our portfolio also includes Fine Cut tobacco, sometimes referred to as roll-your-own or make-your-own, which despite being one of the oldest ways of smoking tobacco remains popular in certain countries, such as the Netherlands.
Our growing range of potentially reduced-risk products includes our vapour and tobacco heating products, and our modern and traditional oral products, which include oral tobacco and nicotine products.
It is widely acknowledged that most of the harm associated with conventional cigarettes is caused by the toxicants in the smoke produced by the burning of tobacco.
That is why we are dedicated to the development and commercialisation of alternative tobacco and nicotine products that don’t burn tobacco to deliver nicotine to the user.
Our portfolio of non-combustible, potentially reduced-risk products (PRRPs) within our Strategic Portfolio currently comprises three new categories of products:
We’re setting ourselves ambitious targets: we aim to grow our annual revenue from new categories to £5 billion by 2025 and to have 50 million consumers using our non-combustible products by 2030.
Following our acquisition of Reynolds American Inc. in 2017, we are now one of the world’s leading vapour companies.
Our flagship vapour brand is now present in most major vaping products markets. We launched our first vapour product in 2013 and today our range provides a choice of different types of vaping systems.
Find out more about Vapour products .
Our flagship tobacco heating product was designed in the UK through a process that involved more than 100 experts across five continents, including scientists, engineers, product designers, tobacco specialists and toxicologists.
We launched the tobacco heating product in Japan in December 2016 and we’re pleased with the progress it’s made since then and in its other launch markets.
Find out more about Tobacco heating products .
We have long sold snus in Sweden and Norway, but following the acquisition of Reynolds American Inc.(RAI) in July 2017, we significantly increased the size of our oral tobacco and nicotine products range with the addition of leading snus and moist snuff brands in the U.S. In July 2019, R.J. Reynolds Vapor Company, an operating company of RAI announced the expansion of its Modern Oral portfolio.
Find out more about Modern and traditional oral products .
In November 2019, we we announced that we are creating three global brands for our New Category product portfolio : This will further accelerate the growth of our New Category business, creating fewer, stronger and more trusted international brands. This brand consolidation is set to be complete, on a phased basis, by the end of 2020.
We’re making good progress, but this is just the beginning. Our research and development, led by many hundreds of scientists across the world, is predominately focused on our exciting pipeline of potentially reduced-risk products.