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Transforming Tobacco

Delivering our Transforming Tobacco ambition.

At BAT and Imperial Tobacco Canada, we have been clear for many years that our business needs to be built on outstanding products, informed consumer choice and a drive towards a reduced risk portfolio. Today we are in the most dynamic period of change our industry has ever encountered. An unprecedented confluence of technology, societal change and public health awareness has created a unique opportunity: the opportunity to make a quantum leap forward in our long-held ambition to provide our consumers with less risky alternative choices.

We are in a truly transformative era and we are committed to leading this transformation.

The advent of new and better consumer technologies meant that, in 2012, BAT has rearticulated the Group’s strategy with a new ambition to be the best at satisfying consumer moments in “tobacco and beyond” at the center of that strategy.

BAT was clear then, as we are now, that we would build our business based on outstanding products, informed consumer choice and a drive towards a reduced risk portfolio. More choice, more innovation, less risk.

Consumer tastes in the tobacco and nicotine space are fragmenting and evolving and it is only by making available a wide range of product choices that we can address the many and varied preferences of today’s more demanding consumers.

Our commitment to leading and accelerating this transformation is also demonstrated by the changes we are making in how we run our business.

Our Next Generation Products activities are being integrated into the heart of the company across all functions.

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