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About us
Founded in 1902, our company continues to go from strength to strength thanks to market-leading brands, a successful strategy, talented people and our purpose to build A Better Tomorrow™
We are BAT
We are a leading, multi-category consumer goods business. Our purpose is to build A Better Tomorrow™ by reducing the health impact of our business through offering a greater choice of enjoyable and less risky*† products for our consumers.
We hope ‘We are BAT’ helps you understand who we really are. How we operate; what it’s like to work for our company; and our clear purpose.
We’ve been around a long time – since 1902 in fact – and have evolved into one of the world’s leading consumer goods companies. We are proud of our history and excited about our transformation journey to build A Better Tomorrow™ by reducing the health impact of our business.
We are a leading FTSE company with truly international credentials. Spread across six continents, our regions are the United States of America; Americas and Sub-Saharan Africa; Europe and North Africa; and Asia-Pacific and Middle East.
Few consumer goods companies can claim over 150 million consumer interactions every day and distribution to over 11 million points of sale across more than 180 markets.
There are more than 55,000 BAT people worldwide. Although we have had to adapt how and where we work from since the start of 2020, many of us are based in offices, factories, tech hubs and R&D centres, but lots of us also spend our time out on the road, helping and advising tobacco farmers, and the retailers who sell our products; both valued partners who have always played a major part in our success.
Our heritage – and the foundation of our success – is in cigarettes.
However, we recognise the world is changing. We now have a clear purpose to build A Better Tomorrow™ by reducing the health impact of our business.
This entails:
- Committing to providing adult consumers with a wide range of enjoyable and less risky products
- Continuing to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit
- Encouraging those who otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk alternatives*†
- Tracking and sharing progress of our transformation.
Our ambition remains to have 50 million consumers of our non-combustible products by 2030 and to accelerate the growth of our New Category revenues at a faster rate than our total revenue, reaching £5billion in 2025. We have already made good progress towards these targets: we increased consumers of non-combustible brands by 3 million, reaching 13.5 million by the end of 2020, and New Category revenues grew by 15% in the same period.
We continue to accelerate our transformation journey to create A Better Tomorrow™ for all our stakeholders.Today, we have a clear corporate purpose – to build A Better Tomorrow™ by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers.
Today, we have a clear corporate purpose – to build A Better Tomorrow™ by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers.
Our business is on a transformation journey. We see new opportunities to capture consumer moments which have, over time, become limited by societal and regulatory shifts, and to satisfy evolving consumer needs and preferences.
We have evolved our strategy to put a sharper focus on our New Categories of products, fuelled by investment from the continued delivery of our traditional tobacco business.
Our strategy is about anticipating and satisfying the ever-evolving consumer: providing pleasure, reducing risk, offering an increasing choice and stimulating the senses of adult consumers worldwide.
Our clear purpose to build A Better Tomorrow™ by reducing the health impact of our business entails:
- Committing to providing adult consumers with a wide range of enjoyable and less risky products
- Continuing to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit
- Encouraging those who otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk alternatives* †
- Tracking and sharing progress of our transformation
As such, alongside our traditional cigarette products, our broad portfolio of non-combustible products includes reduced-risk alternatives*† such as vapour products, tobacco heating products and modern oral nicotine pouches, as well as traditional oral products such as snus and moist snuff.
Our ambition is to continue expanding our portfolio with a wider range of enjoyable and less risky products that allow us to capture the consumer moments previously associated with tobacco use, reduce harm and satisfy evolving consumer desires.
Our approach will deliver A Better Tomorrow™ for our consumers who will have a range of enjoyable and less risky*† choices for every mood and moment; for society through reducing the overall health and environmental impacts of our business; for our employees by creating a dynamic and purposeful place to work; and for our shareholders by delivering sustainable superior returns.
We are encouraged by and proud of the progress we are making. And we are excited about what the future has in store as we continue to accelerate the transformation of our business.
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