Our Purpose 
& Vision

Our purpose defines why we are here and what we are trying to achieve over the long term. Underpinning this is our vision, which defines our medium-term priorities.



Our purpose

Forging a path to a healthier future for moments of relaxation and pleasure

Our purpose is our guiding light. It defines why we are here, what we are trying to achieve over the long term and the growing contribution we can make to society over time.

'Forging a path'

This is our commitment to finding a long-term solution for harm reduction. We have started the journey. It will take time, energy and creativity but we are clear on our direction.

'Healthier future'

This is our commitment to make a positive contribution to a healthier future for our consumers and society through potentially reduced risk products as well as our commitments to operating responsibly and minimising our impact on the planet.

'Moments of relaxation and pleasure'

This recognises why our consumers enjoy our products and our role to provide genuine choices in how experiences are delivered.

Our vision

To build a strong challenger business powered by responsibility, focus and choice

Our vision sets out our medium-term aspirations. It defines our priorities and focus for the next five years and ultimately underpins the delivery of our longer-term purpose.

'Build a challenger business'

This is about the mindset we want to embrace, one that plays to our historic strengths as the smaller player yet faster, more agile and confident.

'Focus and choice'

We will be thoughtful in where we allocate resources; these decisions will be based on robust consumer insight to provide adult smokers with the best choices.

'Powered by responsibility'

We are committed to operating responsibly in everything we do, respecting our communities and our planet.

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