Science and Innovation


Our vision is to offer smokers a better choice

We are developing and testing products that deliver a nicotine-containing aerosol with lower levels of harmful and potentially harmful constituents than cigarette smoke – yet that consumers will find satisfying. Since 2008, we’ve invested over USD billion, employing over 400 world-class scientists, engineers, and technicians.

Millions of consumers have already switched to the first of our smoke-free products.
Our priority is clear – to switch completely, as quickly as possible, hundreds of millions of current adult smokers to less harmful alternatives than continued smoking.

These new products are only intended for current adult smokers and not for those who have never smoked or are former smokers.


Inventing better, satisfying alternatives for the greatest number of smokers

A common-sense 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 developing smoke-free alternatives that satisfy current adult smokers but offer less risk than cigarettes.


Creating less harmful alternatives to 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 flavourful and satisfying nicotine-containing vapour (instead of smoke).

We are designing all these breakthrough products to appeal to adult smokers so that they switch completely to them.


Robust science and rigorous testing

Cutting-edge scientific research and development

Our entire 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.

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