A partnership approach

Global Innovation Director, Mattia De Dominicis, explains how collaboration is driving our development of potentially less harmful products.

"For us, creating a healthier future is a team effort. Our partners are embedded at every stage of the innovation cycle."

A challenger business

Kim Reed, President and CEO of our US business, explains how we embrace our smaller size to drive growth in our largest market.

"We have the advantage of staying relatively nimble, able to respond quickly to changing consumer demands and preferences."

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. 
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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. 
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Driving value from our wider market portfolio

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