Our vision is to offer smokers a better choice
We are developing and testing products that deliver nicotine without the harmful smoke of cigarettes—yet that consumers will find satisfying. Since 2008, we’ve invested more than USD 10.5 billion, employing more than 980 world-class scientists, engineers, and technicians.
Our priority is clear—to switch, as quickly as possible, hundreds of millions of adult smokers who would otherwise continue smoking to less-harmful alternatives.
Millions of consumers have already switched to our smoke-free products and given up cigarettes completely.
These new products are only intended for adult smokers and not for those who have never smoked or are former smokers.
A commonsense approach for public health
Over a billion people will smoke in 2025 according to the World Health Organization, despite campaigns to quit smoking. There is no substitute for quitting, but we believe we can have a big impact on public health by promoting alternatives to smoking cigarettes.
That’s why we are making major investments in alternative products that satisfy adult smokers but offer less risk than cigarettes.
Breakthrough products for smokers
We are developing new products with the potential to replace cigarettes. We do this by applying technologies that do not require burning (or combustion) and that produce a flavorful and satisfying nicotine-containing vapor (instead of smoke).
We are designing all these breakthrough products to appeal to adult smokers so that they switch to them.
Cutting-edge scientific research and development
Our R&D organization is focused on developing satisfying products that are less harmful than cigarettes for adult smokers around the world.
We have set high scientific standards for ourselves and follow a rigorous assessment program. We also invite independent verification of our scientific results.