British American Tobacco Middle East is part of the BAT Group, a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow™ by reducing the health impact of its global business through offering a greater choice of enjoyable and less risky products for consumers.
BAT’s Corporate purpose entails:
BAT’s ambition is 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 £5 billion in 2025.
We are accelerating our transformation journey to create A Better Tomorrow for all our stakeholders.
Our animation below explains more about our commitment to building A Better Tomorrow:
A snapshot of BAT’s evolved corporate strategy:
We know that tobacco products pose real and serious health risks and that the only way to avoid these risks is not to consume them. But many adults choose to smoke, so our first priority remains to reduce these risks and provide a range of less risky tobacco products and nicotine-based alternatives.
Read more about the health risks of smoking and our approach to reducing harm on our group's website .