Our products do have a serious negative impact on health and, from that perspective, the best advice is always to not start smoking, and, if you do smoke, to give up. However, many consumers tell us they value our products for the moments of relaxation and pleasure they provide. Our role, therefore, is to responsibly serve the needs of those adults who have made an informed choice to smoke. At the same time, we are leaning in to the transformation within our industry by innovating to create potentially less harmful products which also satisfy consumer needs. 

While our industry is changing fast, the truth is that the journey towards a healthier future is still at an early stage. No one has yet created a reduced-harm product which perfectly replicates the experience and satisfaction of the traditional cigarette. That’s why we are investing in people and technology to get ever closer to our adult consumers.

By listening carefully to smokers, respecting them as informed citizens, and then innovating at pace, we are improving our range of products with the potential to reduce harm. Imperial is a global business, and this enables the sharing of best practice and exciting opportunities for our people.

We are also the smallest of the major international companies in our industry – and this means we can get close to our consumers,  innovate fast and spot value overlooked by larger competitors.

This challenger approach influences everything we do. We are always challenging ourselves to do better. And we are challenging on behalf of our consumers to provide them with better choices.

Stefan visiting a store in North Carolina in the USA