BAT is a leading, multi-category consumer goods business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World. This commitment is demonstrated by our ambition to generate 50% of our revenue from non-combustible products by 2035.
The company continues 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. To help Build a Smokeless World, BAT encourages those who would otherwise continue to smoke to switch completely to scientifically-substantiated alternatives.
BAT aims to have 50 million consumers of its non-combustible products by 2030 and to generate £5 billion of New Categories revenue by 2025. BAT has a range of Sustainability targets, including a 50% reduction in Scope 1 and 2 GHG emissions and a 50% reduction in Scope 3 GHG emissions by 2030 (vs 2020 baseline), and 100% of packaging to be reusable, recyclable or compostable by 2025.
BAT employs over 46,000 people and, in 2023, the BAT Group generated revenue of £27.28 billion, with an adjusted profit from operations of £12.46 billion.
The company’s Strategic Portfolio is made up of its global cigarette brands and a growing range of nicotine and smokeless tobacco products. These include our Vapour brand Vuse; our Heated Product brand glo; and Velo our Modern Oral (nicotine pouch) brand. These New Category products have delivered more than £3 billion in annual revenue since their introduction a decade ago.
We currently have 24 million consumers of non-combustible products, the revenue from which accounted for 16.5% of Group revenue in 2023. BAT is the largest player on the tobacco market in Romania, with a market share of over 50%. BAT is the largest contributor to Romania's state budget, with over EUR 2.2 billion paid in 2022 in the form of excise duties and taxes. BAT is a strategic employer in Romania, creating almost 3,000 jobs directly and another 30,000 jobs through its supply and distribution chain.
BAT chose Romania as the first country in the European Union to introduce glo, its most innovative tobacco-heating product. Currently, BAT’s portfolio in Romania includes a diverse range of reduced-risk* products, such as vaping products, heating products for tobacco and herbal consumables, and modern oral nicotine products, which offer consumers reduced-risk alternatives* to smoking.