Imperial Brands – campaigning for a healthier future

Our views on our transforming industry

blu vapes switch smokers away from cigarettes, new studies find

Imperial Brands has carried out two new behavioural studies into its vape product, blu, showing how adult smokers use it in their daily lives to reduce – or even replace – cigarettes.

The studies found that vaping blu led to a fall in smoking rates over just one week, and a significant reduction after six months. Authentic fruit and mint flavours were a crucial factor in switching, continuing to vape and not returning to cigarettes.

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Beyond Smoke

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

Find out more about our consumer-centric approach to science and innovation, our next generation production portfolio and more.

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Understanding consumers is the key to harm reduction

Read Chief Consumer Officer Paola Pocci's speech to the 2024 Global Tobacco & Nicotine Forum, hosted in Athens.

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Take a look inside one of
our Sense Hubs

Watch this three-minute video to learn how our Sense Hub in Liverpool is at the leading edge of our transformation.

Video case study: Providing alternative choices in Greece

In this three-minute video our Greek team explains Imperial Brands' active role in helping adult smokers transition away from cigarettes by offering a choice of next generation products.

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A public health opportunity

Read our interview with the Die Zeit media group in Germany on the potential of vaping to have a huge positive impact on public health in the country.

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Back to basics: The role of vaping in Britain

Our Senior Government Affairs Manager, Stephen Rooney, outlines why sensible regulation is key to seeing positive public health outcomes in the United Kingdom and elsewhere.

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Pulze research update

We're committed to advancing next generation product science, including through in-market behavioural studies.

The potential of these products to attract, and retain, the interest of adult smokers with no previous intention to quit cigarettes is clear – as the results of our Pulze and iD study in the Czech Republic demonstrates.

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Why flavours matter

As Thomas Nahde, Head of Harm Reduction and Engagement at Imperial Brands explains, there's a growing body of research to suggest that the availability of a choice of flavours has played an important role in persuading adult smokers to move away – and stay away – from smoking.

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'Creating a pathway to leaving cigarettes behind'

Hon Lik is widely acknowledged as the original inventor of the e-cigarette. Here, he talks to Imperial Brands about the genesis of the vaping category, the challenges it faces, and his hopes for the future of tobacco harm reduction.

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A different tack

A fresh approach to vaping across Europe can cut youth acccess and help adult smokers seeking to make a change, as we explained to The Parliament Magazine.

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More targeted regulation needed to prevent youth access and illicit vapes

Read our call to the UK Government to reform vape flavour names and ban packaging that deliberately appeals to
under 18s.

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Finding the right balance

Imperial took part in a panel debate in March 2024 on the regulatory future of next generation products in Europe.

The event, hosted in Brussels by media agency Euractiv, considered the impacts of a potential forthcoming revision of the EU's Tobacco Products Directive.

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Campaigning for a healthier future

We believe that we can make a valuable contribution to society by listening carefully to adult consumers, seeking open collaboration with policy makers and sharing our insights.

Our views on our transforming industry