Our Vision
We represent a new generation of tobacco. Our company built upon scientific discovery by advancing Tobacco Harm Reduction through innovation. Guided by our values and unwavering principles, we are reimagining what a cigarette can be. Our portfolio includes both traditional and 95% less, reduced nicotine options, giving millions of adult smokers the choice to take control. We remain committed to advancing science through the development of resources with our proprietary technologies that enable public health research in areas that were once out of reach. Leading a new era where innovation reshapes the future of tobacco. Putting power back in people’s hands to build a world defined by choice, not addiction.
The tobacco landscape is evolving, driven by shifting adult consumer preferences and increased demand for transparency, wellness, and harm reduction. We are leading this transformation with low nicotine tobacco products that maintain the ritual and flavor profile of traditional tobacco while significantly reducing nicotine content. These products appeal to adult consumers seeking a more mindful smoking experience without full cessation—offering a balance between satisfaction and responsibility.
At the same time, natural tobacco blends (with tobacco and water only) brands are gaining traction by emphasizing purity, sustainability, and simplicity. Made without additives or synthetic flavorings, these products cater to a growing segment of consumers looking for cleaner, less processed options. Additionally, a new wave of alternative tobacco formats—are redefining the category, blending innovation & adult consumer needs. Together, these brands are reshaping the industry by focusing on quality, transparency, and the evolving needs of the modern adult smoker.
