Driving Innovation – New Categories
Embark on a transformative journey towards harm reduction with BAT's New Category products—Vuse, Glo and Velo—pioneering a future where innovation meets purpose. To accelerate our transformation journey, we are now committed to Building a Smokeless World. We are deploying our global multi-category portfolio to actively encourage smokers to ‘Switch to Better’ nicotine products, to realise our vision of A Better Tomorrow™.
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Science
We never stand still. We are always innovating, experimenting, and delivering new Tobacco Harm Reduction solutions. This is why our Research and Development is so important to the business, accelerating pioneering approaches to scientific innovation.
Demonstrating the reduced-risk status, compared to smoking, of non-combustible products can only be achieved through science. It’s why we invest almost £350 million a year to find innovative new ways to contribute to Tobacco Harm Reduction, and aim to have 50 million consumers of our non-combustible products by 2030. Together we’ll be pushing the boundaries of science through collaboration, shaping a rigorous research.
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OMNI
The Omni™ is a progress summary of our journey to A Better Tomorrow™ by Building a Smokeless World.
A smokeless world built on Smokeless Products where, ultimately, cigarettes have become a thing of the past.
A world where smokers, who would otherwise continue to smoke, have migrated from cigarettes to smokeless alternatives. A world where Tobacco Harm Reduction is both understood and accepted. A world where smokers make a switch to better.
We believe that through knowledge sharing we can build that world. This is why we created the Omni™.
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