We are currently witnessing the biggest consumer shift in our history, with millions of smokers around the world choosing to switch to less harmful NGPs. 

As a result we are increasingly focusing our attention on developing and expanding our NGP portfolio, with new product launches in new and existing markets.

NGPs offer smokers alternatives to combustible tobacco and are broadly divided into two categories: vapour products and heated tobacco products.

Our work in this area prioritises vapour, by far the largest NGP category opportunity and the one we believe offers the greatest current potential for long-term sustainable growth.

At the heart of our strategy is a desire to create something better for the world's smokers. We want smokers to switch to alternative products with lower health risks.

To keep up with the latest on our NGP developments, scroll down to the news section on this page or follow us on Twitter @ImperialBrands


Our NGP Report Creating Something Better for the World's Smokers was published for the first time in May 2018.

The report provides a comprehensive overview of our approach to NGP, charting the progress that we're making in transitioning consumers from tobacco to something better.


“We are significantly stepping up our level of NGP activity in 2018 and beyond, expanding our portfolio with new product launches in new and existing markets.”

Matthew Phillips, Chief Development Officer


Vapour is by far the largest and most developed opportunity within NGP. It is estimated that sales of vapour products, also known as e-cigarettes, are currently worth around $4 billion a year and could be worth more than $30 billion by 2020.

We are represented in this category by blu, which has strong positions in the USA and UK – the world’s two largest vapour markets. Through our Fontem Ventures subsidary, blu products are currently sold in nine markets, plus duty free and travel retail, with further market launches to come.

In blu, we have one of the best vapour brands in the world and we continue to focus on providing an outstanding vaping experience.

There are four main vapour product formats. The fastest growing format is the pod system – quick and easy-to-use devices such as myblu which generally feature either a closed ‘pod’ containing a pre-filled liquid, or empty pods that can be refilled. The other main formats are closed systems, which use a prefilled cartridge of liquid; open systems, where the consumer fills the device with a liquid; and open customisable systems which allow different components to be selected by the consumer.

Vaping technology is continually evolving and in October 2017 we substantially enhanced our technical capabilities with the acquisition of Nerudia, a business with a strong track record of developing innovative vapour and nicotine products.

This built on the acquisition of vapour assets from Dragonite in 2013 and we continue to secure intellectual property royalties from companies using our first generation technology.


Committed to compliance with US vaping regulations

15 October 2018

The FDA has requested information from 21 manufacturers, including our Fontem Ventures subsidiary in the US, to support their compliance with certain FDA rules.

Building blu: Capital Markets Event

25 September 2018

We hosted a capital markets event in London to provide insights into how we are executing against our NGP strategy.

Fontem Ventures responds to FDA statement on youth access prevention

12 September 2018

We welcome the opportunity to demonstrate, and work with the FDA to further strengthen, our youth access prevention policies and procedures. 

UK Parliamentary Committee: vaping regulations should recognise potential

17 August 2018

The UK Science and Technology committee has concluded that e-cigarettes are significantly less harmful than conventional cigarettes and too often overlooked as a stop smoking tool.


Vapour products are fundamentally different from all tobacco-based products and devices; they do not contain tobacco leaf.

A growing number of regulators and public health bodies have concluded that vapour products are less harmful alternatives to smoking and therefore have a role to play in reducing tobacco-related disease.

In the UK, for example, Public Health England and the Royal College of Physicians have concluded that vaping is substantially less harmful than smoking.

Underpinned by our leading-edge science, we are committed to making a significant contribution to the growing body of research around vaping products.

This includes assessing their safety and demonstrating the potential to reduce the risk of diseases associated with smoking when adult smokers switch to our vapour products. 

As a responsible tobacco manufacturer we believe that how we fulfil our obligations to consumers is important. Our investment in furthering our scientific understanding and expertise is a key element for us to deliver quality products, now and in the future.

We set high standards to meet the ever-evolving needs of consumers and regulators, and to enable the development of new and potentially safer products.


Heated tobacco is a smaller NGP category but one that is growing, most notably in Japan. We have plans to launch Pulze, a heated tobacco product, in Japan in early 2019.

Unlike vapour products, heated tobacco products contain tobacco and in our view should therefore be regulated and taxed as conventional tobacco products.