We're getting closer to our consumers and innovating with agility in next generation products

In the second edition of our Beyond Smoke publication, published in June 2025, we explore the Imperial Brands approach to tobacco harm reduction, including:

How understanding consumers is the key to harm reduction
Introducing our next generation products
How consumer science demonstrates real world tobacco harm reduction potential
What consumers say about our NGP
The way we innovate in NGP
The truth about nicotine

... and much more.

You can download the full PDF of Beyond Smoke on the right and find details about the contents below.

Download Beyond Smoke

Understanding consumers

Our NGP are now available to more than 200 million smokers in 25 markets, while our related revenues have doubled since 2020. And we are building scale in this important product category that offers adult smokers potentially less harmful choices for moments of relaxation and pleasure.

In the latest edition of Beyond Smoke, we’re excited to focus on the people at the heart of this endeavour – our consumers.

Learn more

Introducing our NGP

Our peer-reviewed academic research shows our NGP deliver nicotine to consumers with significantly fewer harmful chemicals in lower quantities.

Our differentiated brands offer adult smokers a range of satisfying, non-combustible NGP brands that fulfil their diverse range of needs and maximise their switching opportunities.

Meet our NGP family

Consumer science studies

We believe making a meaningful contribution to tobacco harm reduction means going beyond ‘science for compliance’.

That’s why we’re conducting a series of novel in-market studies intended to demonstrate our NGP’s real-world effectiveness.

See the results

Consumer stories

Emeric

Emeric

"I was a smoker for years, until I decided to try vaping. Now I exclusively vape. I like the flavours, and this is the reason I carry on. I don’t like that cigarette taste now..."

Emeric
Blu, France

“I was a smoker for years, until I decided to try vaping. Now I exclusively vape. I like the flavours, and this is the reason I carry on. I don’t like that cigarette taste now.

“When I started vaping, I liked minty things. Over time, I switched to a fruitier vibe. Sometimes I want watermelon, other times mango.

“There’s just a lot more variety. The flavours I pick are based on how I feel. It’s like music; I like dance and reggae, but I don’t listen to the same thing every day. It depends on my mood.”
Donna

Donna

“I started vaping as I didn’t want to smoke at home during lockdown, but now it’s more for the taste and enjoyment..."

Donna
Blu, UK

“I started vaping as I didn’t want to smoke at home during lockdown, but now it’s more for the taste and enjoyment.

“You want that relaxing element. I’ve never gone back to smoking – I’m a vaper now. With flavours, it’s wine. You can have a red, a white or a rosé, but they each have a distinctive taste. I like the taste and smell of fruity flavours.

“I don’t like tobacco flavour vapes though; I find them too harsh. Talk of restricting flavours has set alarm bells ringing for me, because I don’t want to go back to cigarettes.”
Justin

Justin

“Since my military days I wanted a product that got me over cigarettes. I needed something when I was on a job site. Homeowners don’t want workers taking smoke breaks; it just doesn’t look professional..."

Justin
Zone, US

“Since my military days I wanted a product that got me over cigarettes. I needed something when I was on a job site. Homeowners don’t want workers taking smoke breaks; it just doesn’t look professional.

“In the morning, I jump in my truck, put in a Zone and feel like I’m ready to start my day. The pouch is smooth, and the citrus flavour is crisp and clean. After the day is over, I put in another Zone for the ride home and it helps me unwind.

“This is the future of nicotine. It’s discreet and inoffensive – no smell, no tar. My family and friends are proud of me for making the switch.”
Julia

Julia

“I wanted to find something that wouldn’t smell like a cigarette. I like the flavours. There are lots, and they’re noticeable and quite intense. I like lemon best; it’s sour, not so sweet..."

Julia
Pulze and iSenzia, Poland

“I wanted to find something that wouldn’t smell like a cigarette. I like the flavours. There are lots, and they’re noticeable and quite intense. I like lemon best; it’s sour, not so sweet.

“Pulze is small and handy, it looks good. I use it in places like the nail salon during a manicure. If it doesn’t bother anyone, you can use it. There’s no smoke, and it doesn’t smell.

“I also like to use Pulze when reading – the device in one hand and a book in the other. It’s such a stress reliever.”

NGP innovation

Our consumer-driven innovation led to the creation of our Sense Hubs and prototyping labs. We interact and collaborate with actual consumers, feeding their insights into each stage of our NGP development process.

Find out more

Demystifying nicotine

The crucial nuance between the risks of smoking and those of nicotine are widely misunderstood. In a quest for honest and transparent dialogue, we debunk some of the myths about nicotine.

Find out more

Illicit NGP

Counterfeit and non-compliant NGP pose a threat to consumer health and erode trust in genuine products sold by responsible manufacturers. Read how we're proposing to combat this growing issue.

Find out more

How flavours help

A growing body of academic research suggests authentic fruit and mint flavours are extremely important in persuading consumers to switch away from smoking and – just as importantly – not return.

Find out more

Inventing the e-cigarette

Hon Lik is widely acknowledged as the original inventor of the e-cigarette. He talks about the origins of vaping, the challenges the category faces and putting consumers at the heart of harm reduction.

Find out more

Effective regulation

We believe legislation and regulation need to be driven by quality science and robust data, not emotion or ideology. A supportive regulatory environment can help deliver public health wins.

Find out more

Download Beyond Smoke

Who we are

Our Brands

People and planet

Investor hub

Careers at Imperial

News

BEYOND SMOKE