Andy Dasgupta, Chief Consumer Officer

We start with the consumer

Andy Dasgupta, Chief Consumer Officer explains how we act on insights to serve unmet needs.

"Our harm reduction journey will take time. But, by staying close to consumers and working in the right way, we will get there one step at a time."


An innovative approach

Global Innovation Director, Mattia de Dominicis, explains how Imperial is taking an innovative approach to developing potentially less harmful products.

"Next generation products are evolving quickly in terms of product and technologies, and traditional ways of working can’t always keep pace."


Our focused strategy

Focusing on our
priority markets

We focus our investment and resources around our five most important markets of USA, Germany, UK, Australia and Spain, which represent more than 70 per cent of our operating profit. 

Targeting our approach
to new products

We are rolling out potentially reduced harm products in markets where there is proven consumer demand and where we believe we can make an impact. 

Driving value from our wider market portfolio

We see additional opportunities to drive future growth while realising efficiencies in how we operate


Challenger histories

Our unique heritage is formed from the histories of the diverse businesses that came to together to form Imperial. What unites them all is their track record of innovation and challenging for consumers.


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