Our consumers drive everything we do. We invest effort and care in understanding their preferences. We believe that our consumers, as adults, should make informed choices about the tobacco and nicotine products they use. We understand the millions of men and women who smoke cigarettes. Many are looking for less harmful, yet satisfying, alternatives to smoking. We will give them that choice.

We have a commitment to our employees and our shareholders, which we are fulfilling by pursuing this path to sustainable success. We have a commitment to society, which expects us to act responsibly. We are doing just that, by delivering a smoke-free future.