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 over USD >12.5 billion, employing over 1,586 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 hundreds of millions of adult smokers, as quickly as possible, to less harmful alternatives than continued smoking.

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

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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 alternative products that satisfy adult smokers but offer less risk than cigarettes.

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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 who don’t quit so that they ‘can’ switch to them.

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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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